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Signals of value drive engagement with multi-round information interventions
Jessica Lasky-Fink1, Todd Rogers2
1Goldman School of Public Policy, University of California, Berkeley, Berkeley, California, United States of America.
Plos One
|October 25, 2022
Summary
Engagement with digital information interventions hinges on perceived value. Consistent messaging "envelopes" boost engagement when value is expected, but decrease it when value is not anticipated, impacting intervention effectiveness.
Area of Science:
- Behavioral Economics
- Information Science
- Digital Communication
Background:
- Effective information interventions require recipient engagement.
- Digital interventions rely on strategic communication to foster engagement.
- The presentation of information, or its 'envelope', influences recipient expectations and subsequent engagement.
Purpose of the Study:
- To investigate how the presentation of digital information interventions affects user engagement.
- To determine the role of message 'envelopes' in shaping expectations and engagement with repeated interventions.
- To identify strategies for optimizing engagement in digital information campaigns.
Main Methods:
- Conducted two field experiments on massive open online courses (MOOCs).
- Performed one online survey experiment.
- Utilized pre-registered methodologies with a large sample size (N = 439,150).
Main Results:
- Consistent 'envelopes' increased engagement when recipients expected high value.
- Consistent 'envelopes' decreased engagement when recipients expected low value.
- Varying 'envelopes' had a differential impact based on expected information value.
Conclusions:
- The design of information 'envelopes' is a critical, controllable factor in digital intervention engagement.
- Strategic use of consistent or varied envelopes can significantly enhance or diminish intervention effectiveness.
- Understanding recipient expectations is key to leveraging message presentation for improved information dissemination.
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