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The Impact of Behavioral Design and Users’ Choice on Smartphone App Usage and Willingness to Pay: A Framed Field Experiment

Author

Listed:
  • Christina Timko
  • Maja Adena

    (WZB Berlin, TU Berlin)

Abstract

Behavioral design in smartphone apps aims at inducing certain, monetizable behavior, mainly increased engagement, measurable by usage time. Such design is rarely transparent and often restricts users’ ability to make alternative choices. In a framed field experiment, we document that behavioral design doubles app usage time compared to a version without behavioral elements. Providing users with choices—simply explained and conveniently adjustable design features—reduces usage time and increases their willingness to pay for the app. These findings suggest that offering choice could pave the way for new business models based on more responsible app design.

Suggested Citation

  • Christina Timko & Maja Adena, 2026. "The Impact of Behavioral Design and Users’ Choice on Smartphone App Usage and Willingness to Pay: A Framed Field Experiment," Rationality and Competition Discussion Paper Series 559, CRC TRR 190 Rationality and Competition.
    • Handle: RePEc:rco:dpaper:559
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    Keywords

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    JEL classification:

    • C93 - Mathematical and Quantitative Methods - - Design of Experiments - - - Field Experiments
    • O33 - Economic Development, Innovation, Technological Change, and Growth - - Innovation; Research and Development; Technological Change; Intellectual Property Rights - - - Technological Change: Choices and Consequences; Diffusion Processes
    • D83 - Microeconomics - - Information, Knowledge, and Uncertainty - - - Search; Learning; Information and Knowledge; Communication; Belief; Unawareness
    • L86 - Industrial Organization - - Industry Studies: Services - - - Information and Internet Services; Computer Software
    • M14 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - Corporate Culture; Diversity; Social Responsibility

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