Cui prodest? Nudging prosocial behavior among healthcare professionals

Abstract

Combining insights from nudge theory and research into prosocial behavior, we study how messages emphasizing the positive impact of flu vaccination may increase vaccination intentions among professionals in a public healthcare setting. Using an online randomized controlled trial with 13,785 healthcare professionals in Italy, we demonstrate that the intention to vaccinate and to promote vaccination in the workplace are higher when subjects are nudged (with a brief message) to reflect on the positive impact on others, namely their family and friends and especially their patients. In contrast, a nudge emphasizing personal benefits does not have a significant impact on the intention to vaccinate and only marginally increases intentions to promote vaccination in the workplace. But these patterns of results also varied across job types. We discuss how our study contributes to behavioral public administration theory and practice by demonstrating the potential of nudges to influence prosocial workplace behaviors.