Searching for the universality of nudging: A cross-cultural comparison of the information effects of reminding people about familial support.

Abstract

Nudging is a method for eliciting a desired behavior. One approach to nudging involves information provision. When information presented for this purpose is designed from an evolutionary perspective, it may reveal a deeper level of rationality within human decision-making that might otherwise appear to be irrational. Based on insights from the evolution of altruism, we previously designed a message to remind people of the benefits they have received from the actions of relatives to realize industrialization. We then demonstrated that using this message in Japan was effective at moderating extreme risk-averse attitudes toward air pollution resulting from industrialization. However, the universality of the intervention effect, including whether it could be affected by exogenous factors, was not explored. Therefore, in the present study, we conducted a randomized controlled trial based on an online survey carried out in Japan, Canada, and the US. The intervention was shown to be effective in all the three countries, but the effect size varied according to segment. Although women showed more intervention effects than men in Japan and the US, no significant sex difference was observed in Canada. In terms of personality traits, higher agreeableness significantly contributed to the intervention effects. The influence of the COVID-19 pandemic, which necessitated many lifestyle changes, was found to weaken the intervention effect by increasing the message effect in the control group. We propose that this effect was caused by an increased perception of familial support in everyday life. These results suggest that the nudge message was universally effective, although the effect size might have been affected by cultural factors and social events.