Incentives can be powerful in motivating people to change their behavior, from working harder on tasks to engaging in healthier habits. Recent research has examined the residual effects of incentives: by altering behavior, incentives can cause participants to form habits that persist after the original behavior-altering incentives are removed.
Salient incentives produced significantly more behavior change and more lasting exercise habits than incentives presented without significant marketing
We conducted a field experiment with users of a pedometer tracking app to examine whether the salience of incentives would affect their ability to produce habit formation in this context. We offered incentives to all participants and experimentally varied the salience of the incentives (i.e., whether participants received regular announcements about the incentives).
Salient incentives produced significantly more behavior change and more lasting exercise habits than incentives presented without significant marketing. Through a difference-in-differences analysis comparing those in our experiment with a similar population, we show that the difference between offering no incentives at all and offering incentives that are not made salient is actually undetectable, whereas the difference between offering salient incentives and incentives that receive minimal marketing is quite stark. We discuss implications for research on incentives, habit formation and exercise.