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Friends with Health Benefits: A Field Experiment

Author

Listed:
  • Rachel Gershon

    (Haas School of Business, University of California, Berkeley, Berkeley, California 94720)

  • Cynthia Cryder

    (Olin Business School, Washington University, St. Louis, Missouri 63130)

  • Katherine L. Milkman

    (The Wharton School University of Pennsylvania, Philadelphia, Pennsylvania 19104)

Abstract

When pursuing goals, we commonly choose between going it alone versus teaming up together. In a field experiment ( n = 774), we tested the benefits of rewarding individual versus tandem goal pursuit. In a standard-reward condition, we experimentally offered gym members an individual cash reward each day they visited the gym for four weeks. Participants in a tandem-reward condition could earn the same reward but only if they surmounted an extra logistical hurdle: they had to visit the gym with a friend. Although this additional requirement made it more difficult for participants in the tandem-reward condition to earn equivalent incentives, participants with this extra hurdle visited the gym about 35% more frequently than those earning a standard reward. A follow-up survey suggests that tandem rewards provide nonmonetary incentives that change behavior, including increased accountability and enjoyment. Our findings illustrate the advantages of making desired behaviors social to promote follow-through.

Suggested Citation

  • Rachel Gershon & Cynthia Cryder & Katherine L. Milkman, 2025. "Friends with Health Benefits: A Field Experiment," Management Science, INFORMS, vol. 71(1), pages 584-594, January.
    • Handle: RePEc:inm:ormnsc:v:71:y:2025:i:1:p:584-594
    DOI: 10.1287/mnsc.2022.01401
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