The whole is larger than the sum of its parts: additive effects of SMS nudge bundles

Sergio Barbosa de la Torre; Juan Pablo Bermúdez

doi:10.3389/fcomm.2024.1298607

The whole is larger than the sum of its parts: additive effects of SMS nudge bundles

Título traducido de la contribución: El todo es más grande que la suma de sus partes: efectos aditivos de los paquetes de mensajes SMS

Sergio Barbosa de la Torre, Juan Pablo Bermúdez

Producción científica: Contribución a una revista › Artículo › revisión exhaustiva

Resumen

El acceso público a la vivienda es un desafío para un gran número de sociedades y sigue un gran número de limitaciones. Aquí, probamos varias intervenciones por SMS destinadas a motivar a las personas a obtener información sobre préstamos asequibles para opciones de vivienda que realmente están disponibles para ellos. Asignamos aleatoriamente a 6247 personas para que recibieran un SMS invitándoles a obtener información sobre préstamos hipotecarios respaldados por el gobierno para los que ya eran elegibles. Los SMS siguieron uno de los 14 posibles empujones, incluidos empujones "simples" (por ejemplo, mensajes personalizados con el nombre del destinatario o que mencionan una norma social) y empujones "agrupados" (que combinan la personalización con otro empujón simple). Observamos tasas de respuesta de SMS (es decir, responder para registrarse para recibir más información) según el empujón que se asignó. No se consideró ninguna otra variable independiente. Si bien la mayoría de los empujones fueron más efectivos que un SMS de control, observamos una variación significativa entre los empujones en su capacidad para obtener respuestas de los usuarios. Las combinaciones de múltiples empujones tuvieron más éxito en la obtención de comportamiento que los simples empujones. Discutimos las posibles implicaciones de los SMS “únicos” o “agrupados” en las tasas de respuesta y como una herramienta eficaz para el cambio de comportamiento.

Título traducido de la contribución	El todo es más grande que la suma de sus partes: efectos aditivos de los paquetes de mensajes SMS
Idioma original	Inglés estadounidense
Páginas (desde-hasta)	1-6
Número de páginas	6
Publicación	Frontiers in Communication
Volumen	9
DOI	https://doi.org/10.3389/fcomm.2024.1298607
Estado	Publicada - feb. 8 2024

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10.3389/fcomm.2024.1298607

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title = "The whole is larger than the sum of its parts: additive effects of SMS nudge bundles",

abstract = "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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AB - 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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The whole is larger than the sum of its parts: additive effects of SMS nudge bundles

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