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Net Promoter Score inversion may signal problematic digital use.

Julian Runge1

  • 1Medill School of Journalism, Media, Integrated Marketing Communications, Northwestern University, 1845 Sheridan Road, Evanston, IL, 60208, USA. julian.runge@northwestern.edu.

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Summary

Digital product data can detect problematic consumption. Net Promoter Score (NPS) inversion, where users dislike but continue using a product, signals potential self-control issues and compulsive behavior.

Keywords:
Clickstream dataMobile gamesNet Promoter Score inversionProblematic digital use

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Area of Science:

  • Consumer psychology
  • Digital well-being research
  • Behavioral economics

Background:

  • Problematic digital consumption is a growing concern for consumer well-being.
  • Early detection of problematic digital use is difficult with current methods.
  • Existing research on compulsive consumption and dual-process theory provides a foundation for understanding user behavior.

Purpose of the Study:

  • To investigate if routinely collected digital product data can identify indicators of problematic use.
  • To propose and test the concept of Net Promoter Score (NPS) inversion as a signal for dysregulated digital consumption.
  • To assess the prevalence and implications of NPS inversion in a real-world digital product setting.

Main Methods:

  • Drawing on dual-process theory, compulsive consumption research, and clinical criteria.
  • Defining and measuring Net Promoter Score (NPS) inversion: negative evaluation alongside sustained or increased product usage.
  • Analyzing user data from a free-to-play mobile game featuring loot boxes to identify NPS inversion patterns.

Main Results:

  • A significant proportion of mobile game users exhibited NPS inversion.
  • These users expressed dissatisfaction with the game while continuing to play.
  • NPS inversion suggests potential issues with self-control and compulsive engagement.

Conclusions:

  • Net Promoter Score (NPS) inversion is a viable indicator of problematic digital consumption.
  • Findings have implications for both academic research and practical applications in digital product design.
  • In-market systems can leverage NPS inversion data for early detection and prevention of harmful usage patterns.