Using a novel IT infrastructure which measures bicycle ridership within a University, we manipulate the goal condition for the awarding of badges, with "participation" badges for one ride per week, to "challenge" badges for three rides per week. Each condition is targeted at an archetype of rider: those who ride only rarely for the participation badge and thus can benefit from a goal intended to break decision inertia, and those who ride occasionally for the challenge badge who would be challenged by the challenge goal. We find marginal effects of the participation goal among rare riders, with true non-riders being especially difficult to break the state of decision inertia. With infrequent riders, we do not find significant results for the challenge goal but do find a significant increase among infrequent riders presented with the participation goal.
|Original language||English (US)|
|Title of host publication||40th International Conference on Information Systems, ICIS 2019|
|Publisher||Association for Information Systems|
|State||Published - 2019|
|Event||40th International Conference on Information Systems, ICIS 2019 - Munich, Germany|
Duration: Dec 15 2019 → Dec 18 2019
|Name||40th International Conference on Information Systems, ICIS 2019|
|Conference||40th International Conference on Information Systems, ICIS 2019|
|Period||12/15/19 → 12/18/19|
Bibliographical notePublisher Copyright:
© 40th International Conference on Information Systems, ICIS 2019. All rights reserved.
- Field experiment