タイトル（掲載誌）Discussion Papers In Economics And Business
一般注記To control and slow down the spread of COVID-19, policymakers and practitioners are employing messages with elements and wording based on nudges to encourage people’s voluntary behaviors of contact avoidance and infection prevention. However, although existing studies have found that nudge-based messages strengthen their intention to take the behaviors, it is not known whether the messages really promote their actual performance. In the end of April 2020, we conducted a survey experiment on a nationwide sample of Japan through the internet, where we randomly provided to them one of five different nudge-based messages and a message without nudges, and subsequently ascertained their intention to take the contact avoidance and infection prevention behaviors. In the beginning of the following month, May, we further conducted a follow-up survey to determine their actual behavioral changes. The empirical analysis with 5,225 respondents found that only the “Altruistic Message” emphasizing that their behavioral adherence would protect the lives of people close to them reinforced their intentions and also could promote some actual behaviors. However, the similar behavioral changes were not observed for the messages which contained an altruistic element but emphasized it in a loss-frame, or described it as protecting both of their own and others’ lives. The message emphasizing only their own benefit were found to have the adverse effect of impeding their intention and behavior. Further analysis revealed that even the gain-framed “Altruistic Message” with the promotional consequences had side effects of deteriorating the quality of sleep and diet and life satisfaction. When employing nudge-based messages as a countermeasure for COVID-19, the policymakers and practitioners need to carefully scrutinize the elements and wording of the messages while considering their potential adverse effects and side effects.
連携機関・データベース国立情報学研究所 : 学術機関リポジトリデータベース（IRDB）（機関リポジトリ）