讲座题目：How to Remind People to Work Out: Evidence from a Field Experiment

报告人：李玲芳

报告时间：2021年5月20日（周四）下午14:00

报告地点：经管院C372

主办单位：武汉大学经济与管理学院数理经济与数理金融系

主持人：魏立佳

内容摘要：Physical activity is very important for human life quality. How to make people to workout and form a habit is a long time challenge in health and behavioral studies. In this study, we design and run a field experiment on ex post feedback mechanism to induce people to work out. We design feedback message in two by two dimensions. On one dimension, we vary the feedback message by whether attributing the results to participants efforts or not (effort attribution treatment), and on the other dimension, we use “ I message” or “You message” to test whether the deictic relational framing of feedback matters (framing treatment).By using an exercising recording (i.e., “Dong Qi Lai”) applet embedded in WeChat, we conducted an 8-week field experiment in China. We find that: In the short run when feedback is provided (the first 5 weeks), on average, participants in“I message”treatment(i.e., We are so happy…) and“You message + effort”treatment(i.e., You make us so happy…) groups achieve the weekly exercise goals one more time than participants in control group. But in the long run when feedback is no longer provided (the later 3 weeks after intervention), theinfluences of “I message” and “You message + effort” cannot last in the long-term. What is more, the influences of “You message + effort” reverse and turn to negative in the long run. We also find that the effect of feedback is stronger among participants whose subjective ability of self-control and intrinsic motivation for workout are low.

主讲人简介：李玲芳，复旦大学管理学院产业经济系，教授，副系主任，博士生导师，中国金融消费权益保护研究中心-行为经济与金融研究室主任，复旦发展研究院数字经济与产业发展课题组主任，“国家自然科学基金优青”、上海“浦江人才”及“曙光人才”获得者。美国加州大学尔湾分校经济学博士，曾在美国路易威尔大学任助理教授，上海财经大学任经济学院任副教授及市场机制设计及信息经济研究中心主任。其研究主要聚焦与数字经济、行为经济及金融等方面，主要通过运用市场机制设计和实验经济学方法针对网购市场和金融市场上的信息不对称问题开展研究，发表多篇国际顶级匿名评审学术期刊论文,其中包括Management Science及Rand Journal of Economics。曾获得中国数字贸易研究奖、上海市哲学社会科学优秀成果论文奖二等奖等奖项。