Google reveals the benefits and challenges of behavioral experiments

Google has been conducting several experiments that draw on behavioral economics to change users’ actions that undermine their online safety. Researchers designed several interventions including simplifying information and increasing the time it takes to link to an unsafe site that failed to significantly change users’ behaviors. Now, Google will try to harness social pressure to improve users’ online safety. Researchers will test whether messages that indicate the majority of peers make less risky decisions encourages safer online practices. Google’s experiences highlight the challenges researchers face in designing behavioral interventions. It can be difficult to identify the right set of constraints to address and which tools will be most effective. Yet, Google’s continued emphasis on addressing users’ behavioral constraints, despite the challenges, highlights the importance and potential impact behavioral interventions can have on improving people’s lives.