众包作为创建有效推动的工具:金融过度订阅的一个例子
Anna Paley1, Niels van de Ven1
1Department of Marketing, Tilburg University, 5037AB Tilburg, the Netherlands.
概括
本研究介绍了一种代众包程序,以创建有效的推动力,以改善财务管理. 在一个大型现场实验中,众包推动订阅意识的推动力超过了专家生成的推动力.
科学领域:
- 行为经济学是一种行为经济学.
- 消费者行为 消费者行为
- 干预设计 干预设计
背景情况:
- 设计有效的行为干预,或推动,由于不可预测的有效性,具有挑战性.
- 大规模的实地实验 (大规模研究) 显示,推效果的差异很大,专家往往难以预测.
- 消费者过度订阅服务是一个重大的财务管理挑战.
研究的目的:
- 引入和评估一种代众包流程,以产生有效的推动力.
- 通过提高订阅意识来解决消费者过度订阅的问题.
- 为了比较众包nudges与专家生成的nudges的有效性.
主要方法:
- 开发了一种代众包流程,利用目标人群的洞察力来进行推动生成和预选.
- 记录了个人高估他们的订阅数量,并希望在意识到时取消订阅.
- 与一家银行进行了大规模的实地实验 (N = 4,412,113),以测试众包推动的订阅意识.
主要成果:
- 个人往往有更多的订阅比他们意识到.
- 越来越多的订阅意识导致人们想要取消不需要的订阅.
- 众包推显著超过了银行在实地实验中开发的推.
结论:
- 代众包程序是一种有效的方法,用于产生具有高影响力的行为推动.
- 这种技术可以增强现有的干预设计方法,或作为一个独立的方法.
- 众包提供了一条有价值的途径,可以改善财务管理干预措施,特别是针对订阅过度订阅.
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