정미연 학생, 조대곤 교수님, 신은철 교수님의 “Repairing a Cracked Mirror: The Heterogeneous Effect of Personalized Digital Nudges Driven by Misperception” 논문과 주재현 박사, 조대곤 교수님, 이재규 교수님, 안재현 교수님의 “Can It Clean Up Your Inbox? Evidence from South Korean Anti-spam Legislation” 등 두 편의 논문이 Production and Operations Management 학술지에 게재 확정되었습니다.
정미연, 조대곤, 신은철. (2021). Repairing a Cracked Mirror: The Heterogeneous Effect of Personalized Digital Nudges Driven by Misperception.
Abstract: Our study aims to deepen the understanding of personalized digital nudges by evaluating their effects on energy-saving behavior. We conducted a field experiment with a leading smart metering company in South Korea to investigate whether customers save more energy when a personalized goal and feedback are provided, and how the impacts of nudges vary according to the types of misperception. Specifically, we focused on the behavior of customers who underestimate or overestimate their past electricity usage compared to their actual consumption. We merged daily energy consumption with a pre-experiment survey for the customers. We found that goal-setting and feedback mechanisms have a markedly different impact on each type of misperception. Underestimating customers reduced energy consumption only under the “goal setting with feedback” treatment. Conversely, overestimating customers reduced energy consumption even under the “goal setting without feedback” condition. The underlying mechanism is suggested as updating biased beliefs towards goal achievement. Overall, the results demonstrate that personalized nudges lead to heterogeneous behavioral responses and that service providers and policymakers can use these signals to enrich their planning of behavioral nudges.
주재현, 조대곤, 이재규, 안재현. (2021). Can It Clean Up Your Inbox? Evidence from South Korean Anti-spam Legislation.
Abstract: Although spam email messages have been the primary source of cybercrime since the early Internet era, there is no quick fix to this problem. Governments have established anti-spam legislation, but surprisingly, there has been no measurement of policy impact. This study aims to fill the gap by utilizing a quasi-experimental setting in South Korea, where the anti-spam policy was substantially amended in November 2014. A significant change was in the default setting, switching from an opt-out to an opt-in scheme, which required that commercial email senders obtain recipients’ prior consent. Also, the law notably escalated the deterrent penalties for perpetrators. To empirically examine the policy effectiveness, we use a large-scale data set of 5.61 billion spam emails originating from over 38,000 spammers in 226 countries during twenty months in 2014-2015. Our findings suggest that the amended policy adopting the opt-in scheme decreased the volume of spam originating from Korea by 16.1%. The expected economic gain from the increased productivity of recipients is 7.649 million USD per year. This paper contributes to the literature by highlighting that a well-designed policy can lower cybersecurity incidents that threaten organizations, operations, and individuals. Our finding also provides important implications for policymakers and managers in designing effective policies with data-driven evidence.