Loss Aversion Explains Physical Activity Changes in a Behavioral Gamification Trial

Loss aversion when using gamification is incompletely understood. The aim of this study was therefore to examine how participants alter their behavior vis-a-vis meeting a daily step goal based on the prospect of losing or gaining a gamification level. We enrolled 602 participants across four arms who were given pedometers. In the three experimental arms, participants began at the medium level and were allocated 70 points each week, losing 10 points each day they did not meet their step goal. Having at least 40 points at the end of the week resulted in a level increase, otherwise they lost a level. We fit a generalized estimating equation, clustered on participants, modeling step goal attainment on day 7. Our primary predictor was a categorical variable simultaneously indicating what level the participants began the week in and whether they had more than, less than, or exactly 40 points after 6 days. Participants at risk of losing the highest level were 18.40% (confidence interval [95% CI]: 18.26-19.90) more likely to meet their step goal than those who had secured the highest level. Participants who could potentially move from the low to the medium level were 10.61% (95% CI: 9.98-11.24) more likely to meet their step goal than those in the Control group. Those in the Medium group were similarly more likely to achieve their step goal on day 7 (10.00%, 95% CI: 9.15-10.85) than those who had already secured an increase to the high level. We find that participants in this trial generally exhibit loss aversion so long as the loss relates to something that was earned rather than endowed. This knowledge can be incorporated in future interventions using gamification by requiring participants to earn all levels as they progress. ClinicalTrials.gov identifier: NCT03311230.