Paper Number

1472

Paper Type

Complete

Description

Social nudges are well recognized for their effectiveness in promoting desired behaviors. However, online information overload makes social nudges less appealing. Reminding people about social nudges may boost their efficacy. We investigate the treatment and persistent effect of a reminding social nudge on user engagement with a new function and the spillover effect on user engagement with an existing function through a large-scale randomized field experiment. Our results indicate that compared with a social nudge, the reminding social nudge reduces user engagement with the new function over the treatment period. Interestingly, after removing the nudges, users who received the reminding social nudge are more engaged with the new function than users received the social nudge. The reminding social nudges designed for the new function also have a negative spillover impact on user engagement with the existing function. Theoretical and practical implications about using nudges to introduce new functions are discussed.

Comments

19-UserBehavior

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Dec 12th, 12:00 AM

Impacts of Reminding Social Nudges on User Engagement Behaviors: Evidence from a Field Experiment

Social nudges are well recognized for their effectiveness in promoting desired behaviors. However, online information overload makes social nudges less appealing. Reminding people about social nudges may boost their efficacy. We investigate the treatment and persistent effect of a reminding social nudge on user engagement with a new function and the spillover effect on user engagement with an existing function through a large-scale randomized field experiment. Our results indicate that compared with a social nudge, the reminding social nudge reduces user engagement with the new function over the treatment period. Interestingly, after removing the nudges, users who received the reminding social nudge are more engaged with the new function than users received the social nudge. The reminding social nudges designed for the new function also have a negative spillover impact on user engagement with the existing function. Theoretical and practical implications about using nudges to introduce new functions are discussed.

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