Monday, August 25, 2014

Apps that Help You Help Yourself: Do Incentives Work?

The ‘help me help myself’ concept is nothing new. Humans have always sought to improve themselves. We vow, again and again and especially on New Year’s Day, to quit smoking, take up running, go green, save more cash, consume fewer calories—in short, to nix bad habits and establish good ones. Until recently, we relied mostly on willpower to keep those New Year’s resolutions. But now, consumers are discovering new ways to nudge themselves toward better habits. The behavioral psychology approach by B.F. Skinner developed in the 1920’s suggested that by repeatedly rewarding good choices and punishing bad ones, it’s possible to condition permanent behavior change. This concept endured some harsh criticism and fell out of favor for several decades, but it’s enjoying a renaissance today—only with a few twists. This time, participants are willingly choosing to have their behaviors modified. Moreover, they’re relying on modern tools to do so, particularly through the use of digital apps. Brands can get in on the action by developing the ‘nudges’ they need to stay on track. more

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