Loss aversion is a foundational bias and is a natural choice for interventions encouraging compliance during COVID-19. We compare the effectiveness of loss and gain messages and find no difference in the intention to comply with guidance or lockdown beliefs.

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We conduct a field experiment in a large workplace, testing two forms of target to increase physical activity - standard targets (10,000 steps per day) or dynamic targets (10% more than last week). We find that effects overall are modest, but that dynamic targets are more impactful for people with high physical activity levels.