Exploring the Effect of Using a Single Versus Multiple Behaviour Change Strategies on Motivation to Use Gratitude App and Possible Gender Differences

Mental health applications (apps) have been increasingly developed to assist users to improve their mental and emotional well-being using various persuasive strategies. Although research has shown that using a single strategy in persuasive technology design can be effective, it is a common practice for designers to employ multiple strategies in their persuasive intervention design. However, the comparative effectiveness of using multiple persuasive strategies versus a single strategy in mental health apps has not been empirically investigated. To answer this question, we developed two versions of a Gratitude app to promote positive mental health and emotional well-being. The first version incorporates multiple persuasive strategies, while the second version incorporates a single strategy. We conducted a 5-week field study of 84 participants, followed by a one-on-one interview with 16 participants. The results show that overall, the Gratitude app is effective with respect to the motivational appeal toward promoting mental and emotional well-being. More importantly, employing multiple strategies in the app improves its effectiveness with respect to the motivational appeal compared to employing a single strategy. Moreover, there are gender differences in motivational appeal across the two versions of the app. Finally, interview data provided more insights, showing that participants appreciated the simplicity of the app and how the app helps them improve their mental and emotional well-being.