Just in time! Using personal and contextual data to stimulate healthy behavior through adaptive interventions: Theoretical framework, technological building blocks and empirical evidence.

Behavioral economics provides a relevant theoretical framework that can explain and predict individuals' seemingly irrational choices with respect to their health. By understanding individuals as non-rational actors with predictable biases, individuals can be guided or "nudged" toward wiser choices without restricting their choice freedom or significantly changing their economic incentives. The current project focuses on two complementary health risk behaviors, (un)healthy eating and physical (in)activity, and analyses how persuasive cues or 'nudges' can be applied to interactive, 'just-in-time' (JIT) interventions that are adapted to an individuals' unique characteristics, needs and context. To date, a major gap still exists between the technological capacity to deliver adaptive communications, existing theoretical behavioral frameworks and current applications. The main goal of the project is to close this gap by developing and testing an integrative theoretical framework on how just-in-time adaptive interventions affect individuals' health risk behaviors, by (i) adopting an interdisciplinary perspective, (ii) developing the main technological building blocks that enable these JIT adaptive interventions and (iii) testing the effectiveness of different interventions for different individuals in different contexts.

Keywords:MARKET SEGMENTS, COMMUNICATION TECHNOLOGIES, TECHNOLOGICAL INNOVATION, COMMUNICATION STRATEGY

Disciplines:Consumer psychology, Consumer behaviour, Marketing communications, Science and health communication