The Effects of Digitally Delivered Nudges in a Corporate Wellness Program

Yash Babar, Shawn Curley, Zhihong Ke, De Liu, Zachary Sheffler

Research output: Contribution to journalArticlepeer-review

1 Scopus citations

Abstract

We investigate how two digitally delivered nudges, namely light social support (nonverbal cues such as kudos or likes) and motivational messaging, affect employees’ self-reported physical activity in an online, corporate wellness program. Within this unique field setting, using data from several years, we found evidence that both types of nudges provide benefits beyond the effect of cash incentives. However, the effects vary by individual, depending on whether the employee is actively engaging in physical activity, and by time, depending on how long the employee has been in the wellness program. We found light social support to be less effective over time, while motivational messages were found to be more effective with the duration in the program and generally more effective for physically inactive users. Our findings have implications for the design of wellness systems, suggesting different approaches depending on an employee’s current activity level and tenure in the program.

Original languageEnglish (US)
Article number5
Pages (from-to)136-160
Number of pages25
JournalJournal of the Association for Information Systems
Volume24
Issue number1
DOIs
StatePublished - Dec 2022

Bibliographical note

Publisher Copyright:
© 2023 by the Association for Information Systems.

Keywords

  • Digital Nudges
  • Motivational Messages
  • Online Health
  • Online Social Support

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