Effective Reminders

• 成果类型: Article
• 署名作者: Calzolari, Giacomo; Nardotto, Mattia
• 署名单位: University of Bologna; Centre for Economic Policy Research - UK; Leibniz Association; DIW Berlin - Deutsches Institut fur Wirtschaftsforschung
• 刊物名称: MANAGEMENT SCIENCE
• ISSN/ISSBN: 0025-1909
• DOI: 10.1287/mnsc.2016.2499
• 发表日期: 2017
• 页码: 2915-2932
• 关键词: field experiment; limited attention; Reminders; habit-formation; exercise; GYM; cost-effective policy

摘要

We study the effects of reminders on people's behavior in investment activities characterized by up-front costs and delayed benefits, such as getting an education and maintaining a healthy lifestyle. We conduct a field experiment and show that simple weekly reminders induce users of a gym to substantially increase their gym attendance over an extensive period. Users' response to reminders is immediate (within hours) and recurrent for any subsequent reminder, which can be explained by limited attention. We find some evidence of habit formation, leading to more frequent physical activity also after treatment, although with an effect smaller than during treatment. Simple reminders are thus a cost-effective policy tool.