EXPRESS: Leveraging Rational Addiction Theory to Reduce Mobile Usage

Abstract

The pervasive use of smartphones has raised concerns about their addictive and maladaptive nature. This paper introduces an intervention based on rational addiction theory to cost-effectively nudge consumers to reduce smartphone usage, promoting sustainable digital consumption. We examine whether pre-announcing future targets to reduce smartphone usage influences current consumption and behavioral change. We develop a mathematical model incorporating habit formation, satiation, and projection bias, and test its predictions in three pre-registered randomized control trials using objectively measured smartphone usage. When future incentives and targets are pre-announced, consumers reduce usage pre-emptively compared to 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 or capability testing) were unlikely to drive results. Interestingly, pre-emptive reductions are stronger among heavy users and those with stronger beliefs in meeting their targets. We also find that pre-emptive reductions help consumers meet their targets during the incentivized period and might support post-treatment behavioral sustenance. Our model fitting results reveal considerable heterogeneity and offer insights into how digital detox experiences can be structured to promote sustainable behavior change.