Altering Intention to Mudik during COVID-19 Pandemic: A Salient Cue and Simple Reminder Treatment

25 Pages Posted: 7 May 2020 Last revised: 3 Aug 2020

See all articles by Dimas Budi Prasetyo

Dimas Budi Prasetyo

University of Surabaya (UBAYA)

Lury Sofyan

University of Nottingham; Waseda University

Date Written: May 7, 2020

Abstract

Mudik is a unique exodus in Indonesia where people travel to hometown during Eid festive season. It posed a challenge for the government to cope with the COVID-19 pandemic. Several reports have identified that people still stick with their plan to mudik amidst the latest mudik ban. Thus, a scientific nudge campaign is pivotal to influence mudik behaviour—the present study designed and tested five visual campaigns to identify key elements which can reduce mudik intention. A pre-post field experiment used six between-subject groups designed on Qualtrics collected 767 responses measuring intention to mudik. We asked participants respective mudik ban institution in anticipating the latest nation-wide mudik ban. Treatments with mother visual and a reminder of the elderly's high risk to contagion are of which effective reducing mudik intention. The treatment effect holds in certain people conditions. The study yielded an initially worked nudge campaign to support government mudik ban policy.

Keywords: nudge, mudik, treatment, COVID-19, pandemic, behaviour change, reminder, campaign

Suggested Citation

Prasetyo, Dimas Budi and Sofyan, Lury, Altering Intention to Mudik during COVID-19 Pandemic: A Salient Cue and Simple Reminder Treatment (May 7, 2020). Available at SSRN: https://ssrn.com/abstract=3595007 or http://dx.doi.org/10.2139/ssrn.3595007

Dimas Budi Prasetyo (Contact Author)

University of Surabaya (UBAYA) ( email )

Jl. Ngagel Jaya Selatan 169
Surabaya, Jawa Timur 60284
Indonesia

Lury Sofyan

University of Nottingham ( email )

University Park
Nottingham, NG8 1BB
United Kingdom

Waseda University ( email )

1-104 Totsukamachi, Shinjuku-ku
tokyo, 169-8050
Japan

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