THE IMPACT OF REPORTING BEHAVIOR TO AN ONLINE SOCIAL NETWORK ON CONTRACEPTION COMPLIANCE IN YOUNG-ADULT WOMEN

Justin Williams

University of Arizona

Department of Management Information Systems

October 13, 2010

UNINTENDED PREGNANCIES

Single, 20s

IntendedUnintended

Military

All Pregnancies

Contreception Use

EverytimeNot every time

CONSEQUENCES

Abortion among Unintended Pregnancies

No AbortionAbortion

PAST RESEARCH – ORAL CONTRACEPTION USE Adolescents & young adults

Age, education, income History of contraceptive use Written instructions Text messaging reminders

9%-11%Compliance

BEHAVIORAL CHANGE SUPPORT SYSTEMS

Behavior Change

ComplianceSustainable

Attitude Change

BEHAVIORAL CHANGE SUPPORT SYSTEMS

Persuasive Systems Design Techniques

Primary task support

TailoringTunnelingReduction

Self-monitoringSimulation

PersonalizationRehearsal

Dialogue support

SuggestionPraiseLiking

RemindersRewardsSimilaritySocial role

System credibility

Surface credibilityAuthority

TrustworthinessExpertise

Real-world feel3rd party endorsements

Verifiability

Social support

Social comparisonNormative influence

Social learningRecognitionCooperation

Social facilitationCompetition

RESEARCH QUESTIONS

1. What impact will a daily reminder message from an automated system have on improving compliance with an oral contraception regimen?

2. What impact does the act of daily reporting of the status of compliance to an automated system have on improving compliance?

3. What impact does sharing and comparing the reporting above with others in an online “support group” have on improving compliance?

RESEARCH QUESTIONS VS BCSS PRINCIPLES

Research Question BCSS Principle

#1 – Daily reminder • Reminders

#2 – Daily reporting • Self-monitoring

#3 – Share reporting with social network support group

• Social comparison• Normative influence• Social facilitation• Competition• Recognition

METHOD – FIELD STUDYMeasuring Change Compliance change

% of pills taken during 1st month

Behavior change % of pills taken over

3 months Attitude change

Pre- and post- study survey of attitudes

Group Description

Control No social networking

Reminder Simple daily reminder notice

Report Participant reports status daily

Support Report-status shared with “support group”

Text Msg. Result of on-going study of text msg.

HYPOTHESES

Hypothesis

Group 1 Compliance Level

Group 2

H1 Reminder > Control

H2 Reminder ~ Text Msg.

H3 Report > Control

H4 Report > Reminder

H5 Report > Text Msg.

H6 Support > Control

H7 Support > Reminder

H8 Support > Report

H9 Support > Text Msg.