Seminar (Dept. of Management Science and Engineering)

Title: The Impact of Combined Nudge on User Engagement Behavior

Speaker: Chong Wang (Guanghua School of Management, Peking University)

Time: 10:00 (Wednesday), May 31, 2023

Venue: Room 712, Mingde Business Building

Language：Chinese/English

ABSTRACT:

Nudges are well recognized for their effectiveness in promoting desired behaviors. The question as to whether using different nudges in tandem would be more effective has attracted little attention. Using a large-scale randomized field experiment, we investigate the treatment and persistent effect of a combined nudge (a combination of a cognitive and affective nudge) on user engagement with a new function. Our results show effective nudge combination effects, but at the same time, we find a crowding-out phenomenon in the local causality of nudge combinations and negative spillover effects on user engagement behavior in other scenarios. We also explore the heterogeneous effects of the combined nudge. Theoretical and practical implications of using nudges to promote user engagement are discussed.