Stimulating Feedback Contributions Using Digital Nudges: A Field Experiment in a Real-Time Mobile Feedback Platform

As more organizations recognize the importance of providing real-time feedback to enhance performance, a common challenge arises: Employees often lack incentives to contribute enough high-quality feedback to their colleagues. Our study examines the use of digital nudges to encourage employees’ active participation in feedback applications. Building on Cognitive Load Theory and Job Characteristics Theory, we designed two key dimensions to enhance the effectiveness of digital nudges: timing of delivery and task significance messaging. We propose that the timing of digital nudges (morning vs. afternoon) influences employees’ cognitive load, while task significance messaging enhances motivation by emphasizing the meaningfulness of the task. Through a field experiment, we examine the effects of these two dimensions, individually and in combination, on feedback quantity and quality within a real-time feedback application. Our results show that digital nudges with task significance result in more feedback contributions and higher quality feedback than generic message prompts. Moreover, timing amplifies these effects by lowering cognitive load, but only when task significance messaging is present. Through a follow-up randomized online experiment, we unpack the mechanisms associated with the various digital nudge impacts. We found that timing reduces employees’ intrinsic and germane load while task significance increases employees’ germane load and external motivation. These findings indicate that while task significance serves as the primary motivator for feedback contribution, optimal timing enhances its effectiveness. We also find that nudge effectiveness varies with employees’ roles (i.e., managers vs. associates) as feedback givers and receivers. This study provides valuable theoretical insights and practical implications.