Case Study or Brief
Behavioral Science to Drive Market Participation
Authors Mastercard Strive
With the support of
This brief explores how behavioral science techniques—specifically digital nudges and gamification—can drive greater small business participation in digital marketplaces.
Nudges subtly guide business owners toward positive behaviors. Gamification uses game-like elements (points, rewards, leaderboards) to boost engagement. Key practices include piloting multiple nudge variants, carefully timing interventions, appealing to both intrinsic and extrinsic motivations, and automating behaviors to capitalize on inertia.
Research shows that personalized timing, meaningful rewards, and thoughtful defaults significantly improve adoption and sustain behavior change. However, nudges may falter without reinforcement, and combining digital prompts with high-touch, in-person interactions can build trust and deepen impact. Overall, integrating behavioral insights can empower small businesses to expand their reach and resilience in digital economies.
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