Leveraging Rational Addiction Theory to Reduce Mobile Usage

The pervasive use of smartphones has raised concerns about their addictive and maladaptive nature. This article introduces an intervention based on rational addiction theory to cost-effectively nudge consumers to reduce smartphone usage, promoting sustainable digital consumption. The authors examine whether preannouncing future targets to reduce smartphone usage influences current consumption and behavioral change. They develop a mathematical model incorporating habit formation, satiation, and projection bias and test its predictions in three preregistered randomized controlled trials using objectively measured smartphone usage. When future incentives and targets are preannounced, consumers reduce usage preemptively compared with their baseline, consistent with rational addiction. This occurs only when participants are given fixed daily reduction targets, not when incentivized proportionally for reductions over time, and seems to reflect forward-looking habit formation, as other explanations (e.g., goal priming, capability testing) are unlikely to drive results. Interestingly, preemptive reductions are stronger among heavy users and those with stronger beliefs in meeting their targets. The authors also find that preemptive reductions help consumers meet their targets during the incentivized period and might support posttreatment behavioral sustenance. The model fitting results reveal considerable heterogeneity and offer insights into how digital detox experiences can be structured to promote sustainable behavior change.

• 저널Journal of Marketing
• 토픽Behavioral Health and Interventions · Applied Psychology
• DOI10.1177/00222429251405841
• 저자Jeeva Somasundaram, Laura Zimmermann, Quang Duc Pham