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Nudging Preventive Behaviors in COVID-19 Crisis: A Large Scale RCT using Smartphone Advertising

Author

Listed:
  • Daisuke Moriwaki

    (AI Division, CyberAgent, Inc.)

  • Soichiro Harada

    (AI Division, CyberAgent, Inc.)

  • Jiyan Schneider

    (Faculty of Economics, Keio University)

  • Takahiro Hoshino

    (Faculty of Economics, Keio University)

Abstract

Voluntary preventive behaviors are essential to slow the spread of the coronavirus disease 2019 (Covid-19), and such behaviors can be promoted by nudge messaging. In this context, this study investigated the effectiveness of nudge-based messages in increasing individuals' engagement in preventive behaviors. We employed a large-scale randomized controlled trial involving 0.3 million mobile device users from Tokyo; these users were sent nudge-based messages through display advertising. This approach enabled us to track the GPS-based geolocation history of these users through various apps, in July 2020, when the second wave of Covid-19 hit Japan. Specifically, our study is the first attempt to measure the effect of the nudge intervention effects on the spatial movement behavior of people, by using smartphone's GPS information. The results revealed that the nudge-based messages increased users' avoidance of closed spaces, crowded spaces, and close contact during the weekends (characterized by heightened leisure activities, and hence spatial movements). The most effective messages emphasized financial loss aversion. The delivery cost of messages was less than $0.1/person, and the people who received the messages reduced outdoor activities by approximately 52 minutes/weekend day. Our follow-up survey suggests that the nudgebased messages cost 2.5-6.5% of the monetary compensation given for stay-at-home compliance, which achieves the same result. These findings have implications for the development of government marketing strategies and effective nudge-based interventions to overcome the current pandemic.

Suggested Citation

  • Daisuke Moriwaki & Soichiro Harada & Jiyan Schneider & Takahiro Hoshino, 2020. "Nudging Preventive Behaviors in COVID-19 Crisis: A Large Scale RCT using Smartphone Advertising," Keio-IES Discussion Paper Series 2020-021, Institute for Economics Studies, Keio University.
    • Handle: RePEc:keo:dpaper:2020-021
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    References listed on IDEAS

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    1. Loewenstein, George & Chater, Nick, 2017. "Putting nudges in perspective," Behavioural Public Policy, Cambridge University Press, vol. 1(1), pages 26-53, May.
    2. Stefan Wager & Susan Athey, 2018. "Estimation and Inference of Heterogeneous Treatment Effects using Random Forests," Journal of the American Statistical Association, Taylor & Francis Journals, vol. 113(523), pages 1228-1242, July.
    3. Shusaku Sasaki & Hirofumi Kurokawa & Fumio Ohtake, 2020. "Short-term responses to nudge-based messages for preventing the spread of COVID-19 infection: Intention, behavior, and life satisfaction," Discussion Papers in Economics and Business 20-11, Osaka University, Graduate School of Economics.
    4. Falco, Paolo & Zaccagni, Sarah, 2020. "Promoting social distancing in a pandemic: Beyond the good intentions," OSF Preprints a2nys, Center for Open Science.
    5. Romain Cadario & Pierre Chandon, 2020. "Which Healthy Eating Nudges Work Best? A Meta-Analysis of Field Experiments," Marketing Science, INFORMS, vol. 39(3), pages 465-486, May.
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    Cited by:

    1. Shin KINOSHITA & Masayuki SATO & Takanori IDA, 2022. "Bayesian Probability Revision and Infection Prevention Behavior in Japan : A Quantitative Analysis of the First Wave of COVID-19," Discussion papers e-22-004, Graduate School of Economics , Kyoto University.
    2. Shusaku Sasaki & Hirofumi Kurokawa & Fumio Ohtake, 2021. "Effective but fragile? Responses to repeated nudge-based messages for preventing the spread of COVID-19 infection," The Japanese Economic Review, Springer, vol. 72(3), pages 371-408, July.
    3. Masayuki SATO & Shin KINOSHITA & Takanori IDA, 2022. "Subjective Risk Valuation and Behavioral Change : Evidence from COVID-19 in the U.K. and Japan," Discussion papers e-22-011, Graduate School of Economics , Kyoto University.
    4. Fumio Ohtake, 2022. "Can nudges save lives?," The Japanese Economic Review, Springer, vol. 73(2), pages 245-268, April.

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    More about this item

    Keywords

    Covid-19; Heterogeneity; Loss aversion; Nudge; Treatment effect;
    All these keywords.

    JEL classification:

    • C26 - Mathematical and Quantitative Methods - - Single Equation Models; Single Variables - - - Instrumental Variables (IV) Estimation
    • D91 - Microeconomics - - Micro-Based Behavioral Economics - - - Role and Effects of Psychological, Emotional, Social, and Cognitive Factors on Decision Making
    • M38 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Government Policy and Regulation

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