整体大于部分之和:短信提示捆绑的叠加效应

IF 1.5 Q2 COMMUNICATION Frontiers in Communication Pub Date : 2024-02-08 DOI:10.3389/fcomm.2024.1298607
Sergio Barbosa, Juan Pablo Bermúdez
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引用次数: 0

摘要

对许多社会而言,公众获得住房是一项挑战,并受到诸多限制。在此,我们测试了几种短信干预措施,旨在激励人们获取可负担得起的住房贷款信息。我们随机分配了 6247 人接收短信,邀请他们了解有关政府支持的住房贷款的信息,他们已经有资格获得这些贷款。短信采用了 14 种可能的劝告方式之一,包括 "简单 "劝告(例如,带有收件人姓名或提及社会规范的个性化信息)和 "捆绑 "劝告(将个性化信息与另一种简单劝告相结合)。我们观察了短信回复率(即回复注册以接收更多信息),具体取决于哪种提示。没有考虑其他自变量。虽然大多数劝诱比对照短信更有效,但我们观察到不同劝诱在引起用户回复的能力上存在显著差异。在行为诱导方面,多种劝告的组合比简单的劝告更成功。我们讨论了 "单一 "或 "捆绑 "短信对响应率以及作为行为改变的有效工具可能产生的影响。
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The whole is larger than the sum of its parts: additive effects of SMS nudge bundles
Public access to housing is a challenge for a large number of societies and follows a great number of limitations. Here, we test several SMS-interventions aiming at motivating people to get information on affordable loans for housing options actually available to them. We randomly assigned 6,247 people to receive an SMS inviting them to get information about government backed housing loans for which they were already eligible. SMSs followed one of 14 possible nudges including “simple” nudges (e.g., messages personalized with the recipient's name or mentioning a social norm) and “bundled” nudges (combining personalization with another simple nudge). We observed SMS response rates (i.e., responding to sign up for receiving more information) according to which nudge was assigned. No other independent variable was considered. While most nudges were more effective than a control SMS, we observed significant variation across nudges on their ability to elicit responses from users. Combinations of multiple nudges were more successful in behavior elicitation than simple nudges. We discuss the possible implications of “single” or “bundled” SMS on response rates and as an effective tool of behavior change.
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来源期刊
CiteScore
3.30
自引率
8.30%
发文量
284
审稿时长
14 weeks
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