歩きスマホを防止するナッジ——フィールド実験による検証——

抄録

In this study, we developed two types of behavioral interventions for discouraging smartphone use during walking based on nudge theory and tested their effectiveness in a real-life setting. One nudge was based on the idea of social learning. Pedestrians were presented with short animations through a digital signage reminder about children learning and imitating behaviors by watching adults. The other focused on behavioral fun. Pedestrians were challenged to do “beauty walking” in the walkway and then were shown a feedback animation. If they did not use their smartphone while walking, the animation displayed a fashion model character doing a good runway walk. If they used their smartphone, a bad runway walk animation was shown. As a result, both types of nudges discouraged pedestrians from keeping their smartphones. The latter fun nudge could also encourage them to continue not using their smartphones. Further, those interviewed reacted positively to these nudges. These findings are discussed in the light of prevailing practices for preventing texting while walking using appeals to fear and anxiety.