How To Make COVID-19 Contact Tracing Apps Work: Insights From Behavioral Economics
How To Make COVID-19 Contact Tracing Apps Work: Insights From Behavioral Economics
Abstract
         Due to network effects, Contact Tracing Apps (CTAs) are only effective if many people
    download them. However, the response to CTAs has been tepid. For example, in France
    less than 2 million people (roughly 3% of the population) downloaded the CTA. Against
    this background, we carry out an online experiment to show that CTAs can still play a key
    role in containing the spread of COVID-19, provided that they are re-conceptualized to
    account for insights from behavioral science. We start by showing that carefully devised
    in-app notifications are effective in inducing prudent behavior like wearing a mask or
    staying home. In particular, people that are notified that they are taking too much risk
    and could become a superspreader engage in more prudent behavior. Building on this
    result, we suggest that CTAs should be re-framed as Behavioral Feedback Apps (BFAs).
    The main function of BFAs would be providing users with information on how to minimize
    the risk of contracting COVID-19, like how crowded a store is likely to be. Moreover,
    the BFA could have a rating system that allows users to flag stores that do not respect
    safety norms like wearing masks. These functions can inform the behavior of app users,
    thus playing a key role in containing the spread of the virus even if a small percentage of
    people download the BFA. While effective contact tracing is impossible when only 3% of
    the population downloads the app, less risk taking by small portions of the population
    can produce large benefits. BFAs can be programmed so that users can also activate a
    tracing function akin to the one currently carried out by CTAs. Making contact tracing
    an ancillary, opt-in function might facilitate a wider acceptance of BFAs.
    Keywords: COVID-19, Contact Tracing, Framing, Media
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1. Introduction
         Contact tracing, defined by the World Health Organization (WHO) as “the process of
    identifying, assessing, and managing people who have been exposed to a disease to prevent
    onward transmission” [1] is unanimously considered a key tool to contain the spread of
    COVID-19. Traditionally, contact tracing is carried out by public health authorities who
    interview people that have tested positive to an infectious disease. In these interviews,
    respondents are asked to identify the people that they have been in contact with and to
    determine some characteristics of these encounters (e.g. duration, proximity, etc.). After
    the interview, contact tracers attempt to inform the people that have been in contact
    with the person who tested positive and give them recommendations on how to behave.
         However, the COVID-19 pandemic has proven to be a challenge for traditional contact
    tracing due to the speed at which the virus spreads [2], and to the fact that patients can
    be contagious while asymptomatic [3]. Under these circumstances, human contact tracing
    becomes a highly inaccurate process. On the one hand, often people cannot remember
    who they were in close contact with during the period in which they were infectious. On
    the other hand, for people it is virtually impossible to identify strangers that they have
    been in contact with in places like stores and public transportation. Additionally, contact
    tracing can only be effective if people are informed in timely manner that they have been
    exposed to the virus, so that they can self-isolate and avoid spreading the virus further
    [4]. But human contact tracing is a slow and expensive process that can take many days,
    if not weeks [3].
         To address these shortcomings of human contact tracing, policymakers around the
    world have looked at Contact Tracing Apps (CTAs). In a nutshell, the basic idea is
    that people would download a CTA on their cellphone that can inform them when they
    have been in contact with a person that has tested positive for COVID-19. In principle,
    CTAs could be the perfect complement to human contact tracing, as they can record
    contacts among people that do not know each other and can send notifications almost
    instantaneously. Consequently, it is not surprising that almost 50 countries have either
    launched or are planning to launch a CTA [5].
         Nevertheless, the results produced by CTAs have been disappointing in virtually all
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    places in which they have been introduced. As they are currently conceived, CTAs’
    main function is to notify people when they have entered in contact with a person who
    tested positive to COVID-19. To perform this task, it is necessary that both the infected
    person and the person she entered into contact with have installed the app. Therefore, if
    50% of the people download the app, only 25% of the encounters between two randomly
    picked members of the population would be registered. Consequently, epidemiologists
    have estimated that an adoption rate of 90%-95% is required in order to effectively control
    COVID-19 spread [6, 7]. Additionally, they have estimated that for contact tracing in
    general to be effective it is necessary to identify and isolate 60% of cases within a few
    days [4, 8].
         However, even in countries characterized by high level of trust towards institutions
    like Singapore and Norway, governments have struggled to convince their citizens to
    download the CTA. In Singapore only 20% of the residents have installed the CTA [9] and
    in Norway the percentage of people that downloaded the app two weeks after its release
    was even lower (16%) [10]. Recent surveys highlight privacy, data storage and battery use
    concerns as the prime issues preventing people from downloading CTAs [11, 12]. Against
    this background, a lively debate sparked on how useful CTAs can be in preventing the
    spread of COVID-19. Some scholars suggest that they are an invaluable tool to contain
    COVID-19 diffusion [4], whereas others argue that they are largely ineffective [13, 8].
         Most of these studies, however, consider people’s behavior as exogenous. That is, they
    implicitly assume that how often people wear a mask, how often they attend gatherings
    and how often they leave their home will not be affected by the existence and adoption of
    a CTA. In this vein, they compare the status quo with a world in which people behave in
    exactly the same manner, except for having downloaded a CTA. However, not anticipating
    behavioral responses is an important shortcoming of these studies as a large body of
    research shows that whether people wear a mask, attend large gatherings and practice
    social distancing is a fundamental determinant of how fast COVID-19 can spread [14].
    In this article, we challenge this assumption and suggest that CTAs are likely to affect
    how people behave.
         In particular, we suggest that the effect of CTAs on behaviors could go in two direc-
                                                                  3
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    tions. On the one hand, a person might engage in more risky behaviors when there is a
    CTA that can mitigate the diffusion of the virus and inform the person when she enters
    in contact with someone who tested positive. This is the so-called Peltzman effect [15].
    The beneficial effects of strategies aimed at reducing the level of risk to which a certain
    population is exposed would be offset by increased risk-taking by the target population.
    In other words, after installing the app, people might feel safer and hence wear masks
    less often or meet more people. If this hypothesis is verified, CTAs might even contribute
    to the diffusion of the virus.
         On the other hand, in app-notifications from the CTA could reduce risk taking. In
    fact, insights from behavioral science suggest that carefully devised messages can induce
    people to engage in pro-social behavior [16, 17, 18]. The CTA could, for instance, notify
    the individuals when they are getting in contact with too many people, and hence might
    be contributing to the spread of the virus. If this hypothesis is correct, then CTAs can
    become more than just a complement to human contact tracing. They could become a
    precious communication channel between health authorities and the general public that
    can be used to promote prudent behaviors.
         While our results offer no support to the Peltzman effect, we find that in-app notifica-
    tions can be really effective tools to promote pro-social behaviors and to induce people to
    take more precautions. Consequently, we suggest that CTAs should be re-conceptualized
    as Behavioral Feedback Apps (BFAs) to account for this finding. The main function
    of BFAs would be providing users with information and feedback on how to behave to
    minimize the risk of contracting COVID-19. To carry out this function the app would
    not need to track the movements of the users but should provide users with useful infor-
    mation. Users, however, should be able to activate and deactivate the tracing function
    at any time. In this vein, contact tracing would become an ancillary service provided by
    BFAs, and only for users that decide to activate this function.
         In particular, we suggest that BFAs should inform users on the level of risk of areas in
    which she is interested, based on how likely it is that the area will be crowded and on the
    number of cases. Some CTAs already provide similar information [19]. Additionally, the
    BFAs could allow users to rate businesses they visit based on whether such businesses
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    are complying with mask-wearing and social distancing norms. Many apps that have
    introduced a rating system (e.g. TripAdvisors) are widely used, thus suggesting that
    people are inclined to engage with rating systems. From this perspective, the app would
    serve five purposes. First, it would directly protect the app user by giving information on
    which areas and which businesses to avoid. Second, it would incentivize business owners
    and their employees to respect social distancing rules to avoid negative reviews. Third,
    it would facilitate government enforcement, since public authorities would be warned
    about businesses that are recidivist violators of norms aimed at minimizing the spread of
    COVID-19. Fourth, the app would protect the community because people following its
    advice will reduce the potential for contacts in crowded areas. Last, using the app in this
    way could help creating a bond between the users and the app, which might increase the
    likelihood that the user will activate the tracing function.
         The tracing function would work like present-day CTAs, but would also include tai-
    lored in-app notifications like the ones in Fig. 3. Consequently, the app could send
    information as “You are taking less risks than your peers. You are protecting your com-
    munity” or “You are among the users that took the most risks. You could become a
    superspreader”.
         Importantly, BFAs would provide useful guidance and feedback even if the percentage
    of people that download it and activate the tracing function is relatively small. In fact,
    behavioral guidance does not require a critical mass of downloads comparable to that
    required by contact tracing.
2. Background Information
         Singapore was the first country to introduce a CTA. In March 2020 it released Trace-
    Together, which uses Bluetooth technology to inform users when they have been in contact
    with someone who tested positive for COVID-19 [20]. The results produced by TraceTo-
    gether have not been fully satisfying. Only 20% of the residents downloaded it [9], and
    the app has some problems with Apple operating systems (iOS) [20]. Despite these issues,
    many countries followed Singapore’s lead and implemented their own app. For instance,
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    Australia introduced the app CovidSafe, which shares many features with TraceTogether.
    To this date, over 6 million people – or about one quarter of the population – have down-
    loaded it. But many have questioned its utility, given that the numbers of cases that it
    helped identifying appears to be small. One of the reasons for this is that the app does
    not register proximity between two cellphones if the screen is locked [12].
         Also many European countries have embraced enthusiastically the idea of using CTAs
    to complement the efforts of their healthcare workers. In June, France, Germany and
    Italy, the three biggest economies of continental Europe, all launched their version of a
    CTA.
         France released the app StopCovid in June, but two months after its release less than
    two million people – or roughly 3% of the population – had downloaded it [21]. In an
    attempt to increase the number of users, French authorities attempted to inform the
    public about the importance of the app. For instance, Olivier Ve’ran, France Health
    Ministry, tweeted that people can use StopCovid to protect themselves and the people
    they meet during their holidays. Meanwhile, however, hundreds of thousands of people
    seem to have uninstalled the app because it consumes too much battery [12].
         In Germany the introduction of a CTA was sponsored from the very beginning by the
    most important political leaders. In an official video-message, Angela Merkel said that
    the Corona-Warn app is a companion and protector and an important helper that will
    benefit the community [22]. The spokesman of the German government also stressed that
    downloading the app is both in the interest of the individuals and of the community and
    that the app can be an effective tool to help containing the spread of COVID-19 [23]. In
    response to these calls roughly 16 million people have downloaded Corona-Warn, which
    is about 20% of the population.
         In a similar fashion, key figures of the Italian government spoke in support of the
    Italian CTA Immuni. The Italian prime minister Giuseppe Conte, in an official message
    to the citizens, noted that the app is safe and that it respects the user’s privacy [24]. Like
    his European counterparts he emphasized that downloading the app is entirely voluntary,
    but that by downloading the app citizens can help containing the spread of the virus [25].
    By the 5th of August 2020, Immuni had been downloaded 4.6 million times. Moreover,
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    according to the Italian Ministry of Innovation it had helped breaking the chain of conta-
    gions in two key circumstances by allowing health authorities to identify 63 people that
    were positive to COVID-19 [26].
         In the United States, the Federal government did not show the same kind of support
    to CTAs. There have been a number of attempts but, even when they were promoted
    by tech giants like Google, CTAs failed to reach a critical mass of users [27]. At the
    state level, however, there is more support for these apps. For instance, the Governor
    of Virginia has strongly endorsed COVIDWISE, which is the first statewide app to use
    the technology developed by Google and Apple. He argued that the app “can really help
    us catch new cases early before they spread as far” [28]. Alabama, North Dakota and
    South Carolina also expressed interest in the technology developed by Google and Apple
    as a means to contain the spread of the virus [29]. Rhode Island went in a different
    direction, instead, and supported the use of the “homegrown app” Crush COVID RI,
    which, according to Governor Raimondo, is a “a tool that helps everybody in Rhode
    Island get through the crisis” [30]. The Governor also emphasized that the app “protects
    people’s privacy and data in an ironclad way” [30]. About 60.000 people decided to
    download the app (about 5% of the population), while Raimondo is hoping to reach
    100.000 downloads. Other States like North Dakota, South Dakota, Utah and Wyoming
    also developed their version of the app.
         However, citizens’ response has been tepid at best: in North Dakota and in Utah
    respectively less than 5% and 3% of the population downloaded the app [31], a far cry
    from the critical mass epidemiologists suggest is needed to make it useful. The result was
    so disappointing that Utah authorities decided to turn off the location tracking function,
    and to use the app only as a way to communicate COVID-19 related information with
    the population.
         This brief overview reveals that policymakers are keenly aware of the importance of
    reaching a critical mass of downloads, but reaching that critical mass has proven to be
    problematic. For this reason, most of the communication from political leaders and health
    authorities has been aimed at increasing the number of downloads by emphasizing the
    role that the CTA can play in containing the spread of the virus and by reassuring the
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         The literature on CTAs has mushroomed during the COVID-19 pandemic. Studies
    have focused around three main issues. First, many investigated how to best develop
    and improve these apps from a technical perspective e.g. [32]. A second group of studies
    analyzed the privacy problems posed by CTAs [33], and how to minimize them [34]. A
    last strand of literature investigated what influences people decision to download the app.
    For instance, Abeler et al [35] find that people might resist downloading the app because:
    (i) they fear that the government might keep monitoring citizens also after the pandemic
    is over, (ii) they are concerned that it might make them more anxious and (iii) they are
    afraid that their cellphone might get hacked. Frimpong and Helleringer [36] study how
    financial incentives influence the decision to download the app and find that they can be
    effective. It is unclear, however, how to ensure that people do not uninstall the CTA after
    receiving the financial incentive. Kaptchuck et al. [37], instead, carry out a survey with
    4500 Americans to investigate which attributes of the app they value the most. They find
    that ensuring that the app is “perfectly private” greatly increases the number of people
    who are willing to install it. They also find that Americans value how much the app
    can contribute to public health, and that false negatives have a larger effect than false
    positives on reducing the willingness to download the app. Last, using a sample of 1117
    Australians, Bradshaw et al. [11] find that data safety is an important determinant of
    whether people download the app.
         Notwithstanding the importance of these works, here we focus on a different issue that
    to the best of our knowledge has been largely overlooked. Specifically, we study whether
    people’s behavior is affected by the information governments give about the app in the
    pre-download phase, and by the in-app notifications in the post-download phase.
         Thinking about the communication by public authorities in the pre-download phase,
    it is possible that excessively positive descriptions of the app could induce too much
    optimism in the general public. Consequently, people might feel protected by the app
    and engage in activities that increase the risk of contracting the virus like attending small
    and large gatherings. This would be in line with the risk compensation theory, which
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    posits that when people feel more protected they will engage in more risky behaviors. For
    example, [38] and [39] find that the presence of pre-exposure prophylaxis – a strategy that
    helps protecting against HIV – induces people to engage in more condomless sex. There is
    some evidence in support of the risk compensation theory also in the context of COVID-
    19. Cartaud et al. [40] find that people wearing mask preferred a lower interpersonal
    distance than people without masks. Similarly, Yan et al. [41] find that people living
    in American States that mandated the use of masks spent less time at home and visited
    more commercial businesses. If the risk compensation theory holds true in this context,
    it would pose a dilemma for health authorities: promoting the app emphasizing only
    its advantages, like the German government did, may induce more people to download
    it. However, people might then engage in more risky activities. Vice versa, if health
    authorities flag also the downsides of the app, people might refrain from engaging in
    more risky activities, but the number of downloads might be too small for the app to
    become an effective tool in containing the spread of the disease.
         Additionally, the app opens a communication channel between the health authorities
    and the app users. Health authorities can then use in-app messages to induce people to
    engage in pro-social behavior. For example, Ayres et al. [42] and Allcott [43] find that
    informing people when they are consuming more energy than their neighbors can lead to
    considerable savings. Additionally, Ferraro and Price find that a similar nudge can help
    reducing water consumption [44]. Therefore, we hypothesize that informing people about
    how much risk they are taking in comparison to other users might induce app users to
    engage in more pro-social behaviors like wearing mask or staying home. In the context
    of COVID-19, researchers are converging on the idea that 20% of the people cause 80%
    of all COVID-19 cases (i.e. superspreaders) [45, 46]. Consequently, we hypothesize that
    informing people that they might be a superspreader could be an effective way to induce
    them to engage in more pro-social behavior.
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    composed of two phases. Only those who participated in Phase I would be allowed to
    take part in Phase II. Participants were paid $1 for taking part in Phase I and $0.75 for
    taking part in Phase II. In addition, we also informed them that by participating in both
    Phases they would be automatically entered into a lottery with three prizes of $100 and
    one of $200.
         Phase I aimed at studying the impact on behaviors of various kinds of communica-
    tion strategies in the pre-download phase. Consequently, the underlying assumption is
    that participants do not have the CTA on their cellphone. Participants in the treatment
    groups are then provided with information about the app, devised to mimic governments’
    campaigns that were run around the world. Phase II was carried out one week after Phase
    I and aimed at studying the impact of in-app notifications on behaviors. Therefore, par-
    ticipants were asked to imagine that they had downloaded the app, and were exposed to
    different kinds of in-app notifications. To improve the degree of realism of the experi-
    ment, all the in-app notifications use a similar graphic to the Italian CTA Immuni. We
    built on this CTA because its developers have shared all their code and screenshots of
    the notifications on GitHub.
    asked on a Likert scale from 1 to 10 where 1 meant “Absolutely certain that you will not
    engage in this activity” and 10 “Absolutely certain that you will engage in this activity”.
    After this, we asked respondents how likely they were to download the app (5-point Likert
    scale from “Extremely Unlikely” to “Extremely Likely”). To the people that said that
    they were neither likely nor unlikely, unlikely, or extremely unlikely to download the app
    we also asked the amount of money which would make them willing to accept downloading
    the app. We then asked which percentage of people they thought were going to download
    the app, and whether they agreed that CTAs were important to contain the spread of
    COVID-19 (5-point Likert scale from “Strongly Disagree” to “Strongly Agree”).
         Lastly, we asked standard demographic questions and other questions related with
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Figure 2: Treatment II, Phase I: Participants see some of the pros and cons of the app.
    how much respondents trust various actors, and whether they thought that their State
    and the Federal Government had handled the COVID-19 crisis properly. We asked trust
    towards: people known personally, people not known personally, US government, health
    insurance companies, the media, the CDC and the healthcare system. As these measures
    are all related and can affect the response to the treatments, we used principal component
    analysis to construct a trust index.
         A week later we carried out Phase II. Out of the initial 1500 participants from the
    first round 1303 also completed Phase II. In this part of the experiment we first asked
    participants how they behaved the previous week using the same behavioral questions
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    Figure 3: Treatment I, Phase II: Participants are informed that they are taking less risk than the
    average user and protecting their community (Left Panel). Treatment II, Phase II: Participants are
    informed that they are taking more risk than the average person and endangering their community
    (center panel). Treatment III, Phase II: Participants are informed that due to their behavior they might
    become superspreaders (right panel)
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    asked in Phase I. Then we asked participants to imagine that they had downloaded the
    app. Participants were then randomly assigned to four groups: Good Behavior, Bad
    Behavior, Superspreader and Control II. Fig. 3 shows the three treatments.
         The participants in the Good Behavior group were shown an in-app notification that
    read “This week you have taken less risks than average. You are protecting yourself
    and your community” on a green screen with a smiling face. The participants in the
    Bad Behavior group were shown an in-app notification that read “This week you have
    taken more risks than average. You are endangering yourself and your community” on
    an orange screen with an unhappy face. The participants in the Superspreader group
    received a notification that read “Due to your behavior you could be a superspreader
    for Covid-19 and endanger your community. Remember 20% of the people cause 80% of
    transmissions” on a red screen with a worried face. Last, the respondents in Control II
    group were not shown any notification. After this screen, we asked to all participants
    how they intended to behave in the coming week using the same behavioral questions
    asked in Round I. We also asked them how long for they were planning to keep the app.
         Afterwards, we showed to all participants a notification that they had exposed to
    the virus (Fig. 4 left panel), and another screen suggesting how to behave following
    the contact (Fig. 4 right panel). In particular, the app suggested to: (i ) wash hands
    frequently with soap, (ii ) cough and sneeze into a a tissue or in the crook of the elbow,
    (iii ) assess symptoms and take temperature twice per day and (iv ) stay home and practice
    social distancing for 14 days since the contact. These recommendations were all based on
    those given by the Italian app Immuni and are in line with suggestions from the WHO and
    US Center for Diseases Control and Prevention (CDC) [47]. We then asked respondents
    on a Likert scale from 1 to 10 how likely they were to follow each recommendation of the
    app.
         Last, we turned to questions related to the prevention optimism based on the CTA
    and asked respondents how much they agreed with certain statements (see Table 1).
    These statements were adapted from the medical literature on prevention optimism for
    HIV related to Pre-exposure Prophylaxis [38].
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    Figure 4: Warning message for a potential contact (left panel). The recommendations given by the app
    after the warning (right panel)
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4. Results of Phase 1
         In Phase 1 respondents are randomly assigned to three groups: Pros, Pros and Cons
    and Control I. To the Pros group we showed the pros of the app (Fig. 1), to the Pros
    and Cons we showed both the strengths and the weaknesses of the app (Fig. 2), while
    we provided no information on the app to Control I group.
         We observe that participants in the treated groups are less worried about the pandemic
    (Table 5). The result is robust and significant at 1% for the Pro group, whereas it is
    smaller, less robust and significant only at 10% for the Pros and Cons group. These
    results are consistent with the idea that a CTA can be reassuring. In fact, the effect is
    stronger if only the advantages of the app are emphasized.
         We observe that the two treatments have no significant effects on behaviors. This
    suggests that communicating just the pros of the app, or also its cons, will not influence
    how people behave after having downloaded the app.
         At the same time, we find that both treatments increase the likelihood to download
    the app (Table 6). Notably, the result is more robust for the Pros and Cons treatment,
    suggesting that communicating also the downsides of the app can promote downloads.
    This suggests that governments that only emphasized the virtues of CTAs might have
    chosen the wrong communicative strategy if their goal was to maximize the number of
    downloads.
         In line with previous papers analyzing the drivers of adoption [48, 49, 33], we find that
    people with higher levels of trust are more willing to download the app. We also find that
    treatments have different effects depending on the political ideology of the respondent.
    In particular, we find that republicans in the treatment groups are less willing download
    the app.
         Notably, we find that about 56% of our respondents are willing to download the app
    even without a payment. Moreover, we observe that respondents stating that they are
    less likely to download the app want more money to download the app.
                                                                 16
medRxiv preprint doi: https://doi.org/10.1101/2020.09.09.20191320.this version posted September 11, 2020. The copyright holder for this
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                                     It is made available under a CC-BY-ND 4.0 International license .
5. Phase 2
         In Phase 2 the participants were randomly assigned to three treatment groups (Fig.
    3 Good Behavior, Bad Behavior, Superspreader and Control II group.
         Respondents are first asked about their behaviors in the previous week, with the same
    behavioral questions asked the week before. In addition we asked two more questions on
    how many contacts they had during the last 7 days. We do not find differences in behavior
    among groups, with the exception of masks use. People who were in the treatment groups
    wore masks more often than the control group (significant at 5%, or 1% depending on
    the sets of controls) (Table 7). Overall, the main finding is that communication in the
    pre-download phase affects how worried people are, but has a small impact on how they
    behave.
         Behavioral feedback messages have a significant effect on how people behave. Here we
    have three treatments and one control group. To one group we show a green screen saying
    that they have taken less risks than average (Good Behavior), to one group we show an
    orange screen saying that they have taken more risks than average (Bad Behavior) and
    to the last group we show a red screen saying that due to their behavior they might be
    super-spreaders (Superspreaders) and explain what super-spreaders are (Fig. 3).
         We find that:
         • Small Gatherings: Respondents in the Superspreaders group attend less small gath-
            erings than any other group (significant at 1 %) (Table 9). No significant impact
            of the Good and the Bad behavior treatments.
                                                                 17
medRxiv preprint doi: https://doi.org/10.1101/2020.09.09.20191320.this version posted September 11, 2020. The copyright holder for this
 preprint (which was not certified by peer review) is the author/funder, who has granted medRxiv a license to display the preprint in
                                                                perpetuity.
                                     It is made available under a CC-BY-ND 4.0 International license .
         • Seeing people at risk : Respondents in the Superspreaders group see less people at
            risk than any other group (significant at 1 %) (Table 10). No significant impact of
            the Good and the Bad behavior treatments.
         • Stay Home: Respondents in the Superspreaders group stay at home more often
            than any other group (significant at 1 %) (Table 11). No significant impact of
            Good and the Bad behavior treatments.
         • Masks: The Superspreaders treatment has a positive effect on mask wearing, but
            the statistical significance depends on the set of controls used (ranging from 1 % to
            not significant) (Table 12).
         Overall, these results point very strongly in the direction that behavioral feedback
    messages can be effectively used to induce prudent behavior among app users. In partic-
    ular, informing the people who are moving the most or are having the most contacts that
    they could be superspreaders can induce them to stay home more often, to attend less
    large and small gatherings and to see less people at risk. To the best of our knowledge, no
    app gives this information, therefore our findings provide a concrete suggestion on how
    to improve the effectiveness of CTAs in containing the spread of COVID-19.
         Comparative messages (Good and Bad behavior) might also be helpful, as the people
    who receive a Good behavior message keep the app for longer (Table 13). This effect is
    relatively weak and not always significant, but including comparative messages should be
    virtually cost free, hence it might be worthwhile even if the benefit is small. Moreover,
    app users might respond to this type of feedback by improving their behavior in order to
    be recognized as being better than average.
         In line with the rest of our results we find that the effect of in-app notification depends
    on the characteristics of the respondents. For example, males that are in the Good
    behavior group will attend less small gatherings. Similarly, males that receive the Good
    and the Bad behavior treatment are less likely to see people at risk than males in the
    control group. Last, respondents in the Superspreaders group with a Professional or
    Master’s degree use mask much more.
         However, in-app notifications sometimes triggered counterproductive responses. For
                                                                 18
medRxiv preprint doi: https://doi.org/10.1101/2020.09.09.20191320.this version posted September 11, 2020. The copyright holder for this
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                                                                perpetuity.
                                     It is made available under a CC-BY-ND 4.0 International license .
    instance, Republicans that see the Bad behavior treatment will see more people at risk.
    This result underscores the importance of tailoring in-app notifications to the character-
    istics of the app user.
         We now turn to analyze the results on the questions related with COVID-19 prevention
    optimism based on the CTA (Tables 1 and 14–17).
    Table 1: The table summarizes the effects of the various treatments on the level of agreements with
    statements aimed at identifying prevention optimism. * significant at 10%, ** significant at 5% and ***
    significant at 1%.
         These results offer some support to the idea that CTAs can cause prevention opti-
    mism for respondents that are included in the Good Behavior treatment. Vice versa, the
    respondents that were included in the Pros and Cons, Bad Behavior and Superspreaders
    treatment agree less than the Control group with some of the statements that capture
                                                                 19
medRxiv preprint doi: https://doi.org/10.1101/2020.09.09.20191320.this version posted September 11, 2020. The copyright holder for this
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                                     It is made available under a CC-BY-ND 4.0 International license .
         Last, we study how much people comply with the recommendations given by the CTA
    after it notifies them that they have been in contact with a person who tested positive
    (Tables 2 and 18–20).
         We find that our results are consistent with standard findings of the literature. For
    instance, male subjects reported that they would be less likely to sneeze into the crook of
    their elbows (p < 0.01) and generally speaking reported that they would take more risk.
         Also in this case the impact of different messages depends on the characteristics of
    the app user. We find that essential workers in the Bad Behavior group are more likely
    to wash their hands often, to measure more frequently their temperature and to respect
    social distancing. The level of trust that participants declare also affects how they react
    to these recommendations. For instance, respondents with high trust state that they
    would respect more social distancing, would assess their temperature more often and
    would sneeze more frequently in the crook of their elbow. We find also that younger
    people in the Good Behavior, Bad Behavior and Superspreaders group will assess their
    temperatures less often and those in the Good Behavior group stay home less.
7. Discussion
         In most countries the penetration rate of CTAs is extremely low, and hence their
    success has been limited. Is this the end of the story for CTAs? Not necessarily. Our
    results suggest a possible way forward based on the insights of behavioral economics.
         To begin with, information on the CTA reduces how worried people are about the
    pandemic, without increasing the amount of risky activities in which they engage (Table
                                                                 20
medRxiv preprint doi: https://doi.org/10.1101/2020.09.09.20191320.this version posted September 11, 2020. The copyright holder for this
 preprint (which was not certified by peer review) is the author/funder, who has granted medRxiv a license to display the preprint in
                                                                perpetuity.
                                     It is made available under a CC-BY-ND 4.0 International license .
    Table 2: The table summarizes the effects of the various treatments on the intention to comply with
    the recommendations given by the app after it notifies the user of a contact with a person who tested
    positive to COVID-19. * significant at 10%, ** significant at 5% and *** significant at 1%.
                                                                 21
medRxiv preprint doi: https://doi.org/10.1101/2020.09.09.20191320.this version posted September 11, 2020. The copyright holder for this
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                                     It is made available under a CC-BY-ND 4.0 International license .
    5). Given the devastating impact that COVID-19 is having on the mental well-being of
    many people [51, 52], the importance of this effect should not be underestimated. Re-
    ducing how worried people are about the pandemic is in itself a desirable goal, especially
    when this reduction is not accompanied by increased risk taking.
         Second, we find that a more transparent communication that also emphasizes the
    downsides of the CTA can increase the number of downloads (Table 6). One potential
    explanation for this finding is that people find more credible a communication that also
    touches on the weaknesses of the app. To put it differently, authorities might be more
    credible when they guarantee that CTAs protect privacy if they have been transparent
    about problems like false positive and false negatives that are likely to constitute an issue
    [19].
         However, the most important finding of our study is that providing users with useful
    information, such as in-app notifications on their current level of risk-taking, can signif-
    icantly alter people’s behaviors. Respondents that were included in the Superspreader
    group were significantly less likely to attend large and small gatherings and to see people
    at risk, while they were significantly more likely to stay home. This suggests that CTAs
    can play an important role in promoting pro-social behavior during the pandemic. While
    also this function is best carried out when many people download the app, it does not
    require a minimum number of downloads. For instance, consider the case of France. As
    roughly 3% of the population (about 2 million people) downloaded the CTA, the number
    of contacts that it can identify is likely to be minimal because the likelihood that two
    people (infected and potentially infected) that meet both have the app is extremely small.
    In fact, in the first three weeks of its existence the app only notified 18 people that they
    had been exposed to COVID-19 [12]. This number is too small to have a large impact on
    how the virus spreads. However, inducing 2 million people to take less risk via tailored
    in-app messages could help containing the spread of COVID-19.
         Consequently, we argue that CTAs should be re-framed as Behavioral Feedback Apps
    and their main function should be providing users with useful information on how to
    behave to minimize the risk of being infected with COVID-19. Contact tracing should
    then become an ancillary function of these BFAs, and it should be performed only for
                                                                 22
medRxiv preprint doi: https://doi.org/10.1101/2020.09.09.20191320.this version posted September 11, 2020. The copyright holder for this
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                                                                perpetuity.
                                     It is made available under a CC-BY-ND 4.0 International license .
8. Future Research
         CTAs are failing in virtually every country in which they have been introduced. Sci-
    entists are attempting to find better technology that could marginally reduce the privacy
    risks or the number of false positives and false negatives. We argue that the reasons
                                                                 23
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                                                                perpetuity.
                                     It is made available under a CC-BY-ND 4.0 International license .
    behind this failure lie elsewhere, and marginal technological improvements alone cannot
    turn the table around. CTAs touch fundamental individual rights, and their success ul-
    timately depends on the fact that people recognize their importance and accept to use
    them. Consequently, the way forward is to look at behavioral sciences.
         We have shown that in-app notifications based on the insights of behavioral sciences
    can lead to more prudent behavior. But behavioral sciences can inform many aspects
    of CTAs development, as even small differences in how COVID-19 related information is
    presented can have a big impact on how people react [53]. Consequently, we suggest that
    the CTAs should be abandoned in favor of Behavioral Feedback Apps. To begin with,
    behavioral Feedback App is a less threatening name that does not immediately evoke
    monitoring by the government. Moreover, it would be more appropriate to describe the
    functioning of the apps as we envisage them, as contact tracing, besides being entirely
    optional, would be only one of the functions performed by apps. Future studies could
    test whether this re-branding of the app could increase the number of downloads, and
    how often people using a BFA would activate a tracing function.
         Additionally, it is possible to devise mechanisms of carrots and sticks to incentivize
    users to activate the tracing function. For example, as a carrot the governments could
    partner with businesses to provide incentives and discounts to customers that activated
    contact tracing when they visit stores. As a stick, stores and restaurants could be given
    the possibility to refuse entrance to customers that do not have the contact tracing
    function activated. This can be achieved via a Bluetooth Handshake that has already
    been introduced in some CTAs [19]. While this solution would push people to install
    the app, it is likely to be perceived very differently from a government imposition. In
    fact, if the adoption came from businesses it could be interpreted by many people as the
    sign that business owners care for the safety of their employees and customers and could
    contribute to create a climate of trust among people, and between people and the app.
    On the contrary, a similar rule introduced by the government would be seen in many
    countries as an unacceptable violation of freedom.
                                                                 24
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                                     It is made available under a CC-BY-ND 4.0 International license .
9. Tables
                                                                 25
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                                     It is made available under a CC-BY-ND 4.0 International license .
    Table 3: Frequency Table for Demographic Variables: Number, Percentage and Cumulative Percentage of
    respondents for the following variables: Age, Education, Income, Political orientation, Gender. Column
    1 presents the statistics for the control group, Column 2 for those participants seeing only the pros about
    the app, Column 3 only for participants who see pros and cons about the app and Column 4 for the
    entire sample.
     (l1em)2-10                             Control Group        Pros Only Info      Pros and Cons            Total
                                            No. Col Cum          No. Col Cum         No. Col Cum         No. Col Cum
                                                  %     %             %      %             %     %             %      %
     Age
     18-25 years old                        111 21.9 21.94       129 25.6 25.60      101 20.0 19.96      341 22.5 22.49
     26-35 years old                        162 32.0 53.95       152 30.2 55.75      163 32.2 52.17      477 31.5 53.96
     36-45 years old                        137 27.1 81.03       129 25.6 81.35      130 25.7 77.87      396 26.1 80.08
     46-55 years old                        46   9.1 90.12       41   8.1 89.48      50   9.9 87.75      137 9.0 89.12
     56-65 years old                        23   4.5 94.66       23   4.6 94.05      36   7.1 94.86      82    5.4 94.53
     66-75 years old                        16   3.2 97.83       18   3.6 97.62      15   3.0 97.83      49    3.2 97.76
     >75 years old                          11   2.2 100.00      12   2.4 100.00     11   2.2 100.00     34    2.2 100.00
     Total                                  506 100.0            504 100.0           506 100.0           1516 100.0
     Education
     Less than high school degree            2   0.4 0.40         4   0.8 0.80        2   0.4 0.40        8    0.5 0.54
     High school graduate or equivalent     47   9.5 9.90        34   6.8 7.65       49   9.8 10.20      130 8.7 9.25
     Some college but no degree             107 21.6 31.52       105 21.1 28.77      100 20.0 30.20      312 20.9 30.16
     Associate degree in college (2-year)   29   5.9 37.37       24   4.8 33.60      34   6.8 37.00      87    5.8 35.99
     Bachelor’s degree in college           173 34.9 72.32       179 36.0 69.62      158 31.6 68.60      510 34.2 70.17
     Master’s or Professional Degree        120 24.2 96.57       134 27.0 96.58      137 27.4 96.00      391 26.2 96.38
     Doctoral degree                        17   3.4 100.00      17   3.4 100.00     20   4.0 100.00     54    3.6 100.00
     Total                                  495 100.0            497 100.0           500 100.0           1492 100.0
     Income
     Less than $10,000                      30   6.1 6.13        29   5.8 5.85       23   4.7 4.68       82    5.6 5.56
     $10,000 - $19,999                      31   6.3 12.47       33   6.7 12.50      33   6.7 11.41      97    6.6 12.13
     $20,000 - $29,999                      39   8.0 20.45       47   9.5 21.98      28   5.7 17.11      114 7.7 19.85
     $30,000 - $39,999                      47   9.6 30.06       41   8.3 30.24      57   11.6 28.72     145 9.8 29.67
     $40,000 - $49,999                      36   7.4 37.42       43   8.7 38.91      46   9.4 38.09      125 8.5 38.14
     $50,000 - $59,999                      39   8.0 45.40       50   10.1 48.99     42   8.6 46.64      131 8.9 47.02
     $60,000 - $69,999                      36   7.4 52.76       30   6.0 55.04      38   7.7 54.38      104 7.0 54.07
     $70,000 - $79,999                      34   7.0 59.71       37   7.5 62.50      40   8.1 62.53      111 7.5 61.59
     $80,000 - $89,999                      16   3.3 62.99       20   4.0 66.53      22   4.5 67.01      58    3.9 65.51
     $80,000 - $89,999                      33   6.7 69.73       28   5.6 72.18      27   5.5 72.51      88    6.0 71.48
     $90,000 - $99,999                      100 20.4 90.18       105 21.2 93.35      91   18.5 91.04     296 20.1 91.53
     $150,000 or more                       48   9.8 100.00      33   6.7 100.00     44   9.0 100.00     125 8.5 100.00
     Total                                  489 100.0            496 100.0           491 100.0           1476 100.0
     Political Orientation                                       26
     Other                                  28   5.5 5.53        32   6.3 6.35       26   5.1 5.14       86    5.7 5.67
     Democrat                               229 45.3 50.79       229 45.4 51.79      228 45.1 50.20      686 45.3 50.92
     Republican                             119 23.5 74.31       108 21.4 73.21      118 23.3 73.52      345 22.8 73.68
medRxiv preprint doi: https://doi.org/10.1101/2020.09.09.20191320.this version posted September 11, 2020. The copyright holder for this
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                                                                perpetuity.
                                     It is made available under a CC-BY-ND 4.0 International license .
    Table 4: Summary statistics (mean and standard deviation (SD)) for the variables considered in the
    regression tables. These include: Worry About Covid-19, stay at home whenever possible, attendance of
    small meetings, attendance of large meetings, seeing people at risk, likelihood to wear a mask whenever
    going out in the next week, gender, being an essential worker, education, economic situation, age,
    republican, democrat, and all the measures of trust: in people known by the respondent, people not
    known to the respondent, in the media, in insurance companies, in the healthcare system, in the US
    government and in the CDC. Column 1 presents the statistics for the control group, Column 2 for those
    participants seeing only the pros about the app, Column 3 only for participants who see pros and cons
    about the app and Column 4 for the entire sample.
                                                                 27
medRxiv preprint doi: https://doi.org/10.1101/2020.09.09.20191320.this version posted September 11, 2020. The copyright holder for this
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                                                                perpetuity.
                                     It is made available under a CC-BY-ND 4.0 International license .
Table 5: Determinants of worry: combined controls, ordered logit estimates, robust standard errors
                        p-values in parentheses
                        ∗
                            p < 0.10,   ∗∗
                                             p < 0.05,   ∗∗∗
                                                               p < 0.01
                                                                                               28
medRxiv preprint doi: https://doi.org/10.1101/2020.09.09.20191320.this version posted September 11, 2020. The copyright holder for this
 preprint (which was not certified by peer review) is the author/funder, who has granted medRxiv a license to display the preprint in
                                                                perpetuity.
                                     It is made available under a CC-BY-ND 4.0 International license .
Table 6: Determinants of download: combined controls, ordered logit estimates, robust standard errors
                        p-values in parentheses
                        ∗
                            p < 0.10,   ∗∗
                                             p < 0.05,   ∗∗∗
                                                               p < 0.01
                                                                                                 29
medRxiv preprint doi: https://doi.org/10.1101/2020.09.09.20191320.this version posted September 11, 2020. The copyright holder for this
 preprint (which was not certified by peer review) is the author/funder, who has granted medRxiv a license to display the preprint in
                                                                perpetuity.
                                     It is made available under a CC-BY-ND 4.0 International license .
Observations 1017 1002 1006 982 1017 1002 1006 982 699
                        p-values in parentheses
                        ∗
                            p < 0.10,   ∗∗
                                             p < 0.05,   ∗∗∗
                                                               p < 0.01
                                                                                                               31
medRxiv preprint doi: https://doi.org/10.1101/2020.09.09.20191320.this version posted September 11, 2020. The copyright holder for this
 preprint (which was not certified by peer review) is the author/funder, who has granted medRxiv a license to display the preprint in
                                                                perpetuity.
                                     It is made available under a CC-BY-ND 4.0 International license .
Observations 1018 1003 1008 984 1018 1003 1008 984 701
                        p-values in parentheses
                        ∗
                            p < 0.10,   ∗∗
                                             p < 0.05,   ∗∗∗
                                                               p < 0.01
                                                                                                                32
medRxiv preprint doi: https://doi.org/10.1101/2020.09.09.20191320.this version posted September 11, 2020. The copyright holder for this
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                                                                perpetuity.
                                     It is made available under a CC-BY-ND 4.0 International license .
Table 10: Determinants of seeing people at risk: combined controls, robust standard errors
Observations 1017 1002 1006 982 1017 1002 1006 982 701
                        p-values in parentheses
                        ∗
                            p < 0.10,   ∗∗
                                             p < 0.05,   ∗∗∗
                                                               p < 0.01
                                                                                                            33
medRxiv preprint doi: https://doi.org/10.1101/2020.09.09.20191320.this version posted September 11, 2020. The copyright holder for this
 preprint (which was not certified by peer review) is the author/funder, who has granted medRxiv a license to display the preprint in
                                                                perpetuity.
                                     It is made available under a CC-BY-ND 4.0 International license .
Table 11: Determinants of staying home: combined controls, robust standard errors
Observations 1016 1001 1005 981 1016 1001 1005 981 701
                        p-values in parentheses
                        ∗
                            p < 0.10,   ∗∗
                                             p < 0.05,   ∗∗∗
                                                               p < 0.01
                                                                                                               34
medRxiv preprint doi: https://doi.org/10.1101/2020.09.09.20191320.this version posted September 11, 2020. The copyright holder for this
 preprint (which was not certified by peer review) is the author/funder, who has granted medRxiv a license to display the preprint in
                                                                perpetuity.
                                     It is made available under a CC-BY-ND 4.0 International license .
Table 12: Determinants of wearing a mask: combined controls, robust standard errors
                                                                                     35                                                        (0.464)
                        Applessmasks                                                                                                           -0.313∗∗∗
                                                                                                                                               (0.000)
                        /
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                                                                perpetuity.
                                     It is made available under a CC-BY-ND 4.0 International license .
Table 13: Determinants of length of keeping the app: combined controls, robust standard errors
                        p-values in parentheses
                        ∗
                            p < 0.10,   ∗∗
                                             p < 0.05,   ∗∗∗
                                                               p < 0.01
                                                                                                           36
medRxiv preprint doi: https://doi.org/10.1101/2020.09.09.20191320.this version posted September 11, 2020. The copyright holder for this
 preprint (which was not certified by peer review) is the author/funder, who has granted medRxiv a license to display the preprint in
                                                                perpetuity.
                                     It is made available under a CC-BY-ND 4.0 International license .
    Table 14: Determinants of saying you’re less likely to get covid: combined controls, robust standard
    errors
Observations 1002 989 993 971 1002 989 993 971 701
                        p-values in parentheses
                        ∗
                            p < 0.10,   ∗∗
                                             p < 0.05,   ∗∗∗
                                                               p < 0.01
                                                                                                                                           37
medRxiv preprint doi: https://doi.org/10.1101/2020.09.09.20191320.this version posted September 11, 2020. The copyright holder for this
 preprint (which was not certified by peer review) is the author/funder, who has granted medRxiv a license to display the preprint in
                                                                perpetuity.
                                     It is made available under a CC-BY-ND 4.0 International license .
Table 15: Determinants of saying app makes us safer: combined controls, robust standard errors
Observations 1004 991 993 971 1004 991 993 971 701
                        p-values in parentheses
                        ∗
                            p < 0.10,   ∗∗
                                             p < 0.05,   ∗∗∗
                                                               p < 0.01
                                                                                                                38
medRxiv preprint doi: https://doi.org/10.1101/2020.09.09.20191320.this version posted September 11, 2020. The copyright holder for this
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                                                                perpetuity.
                                     It is made available under a CC-BY-ND 4.0 International license .
Table 16: Determinants of saying app means less infected: combined controls, robust standard errors
Observations 1001 988 992 970 1001 988 992 970 701
                        p-values in parentheses
                        ∗
                            p < 0.10,   ∗∗
                                             p < 0.05,   ∗∗∗
                                                               p < 0.01
                                                                                                                       39
medRxiv preprint doi: https://doi.org/10.1101/2020.09.09.20191320.this version posted September 11, 2020. The copyright holder for this
 preprint (which was not certified by peer review) is the author/funder, who has granted medRxiv a license to display the preprint in
                                                                perpetuity.
                                     It is made available under a CC-BY-ND 4.0 International license .
    Table 17: Determinants of saying app means masks are less important: combined controls, robust
    standard errors
Observations 1005 992 994 972 1005 992 994 972 701
                        p-values in parentheses
                        ∗
                            p < 0.10,   ∗∗
                                             p < 0.05,   ∗∗∗
                                                               p < 0.01
                                                                                                               40
medRxiv preprint doi: https://doi.org/10.1101/2020.09.09.20191320.this version posted September 11, 2020. The copyright holder for this
 preprint (which was not certified by peer review) is the author/funder, who has granted medRxiv a license to display the preprint in
                                                                perpetuity.
                                     It is made available under a CC-BY-ND 4.0 International license .
Table 18: Determinants of sneezing in elbow: combined controls, robust standard errors
Table 19: Determinants of social distancing after warning: combined controls, robust standard errors
Observations 1017 1002 1006 982 1017 1002 1006 982 700
                        p-values in parentheses
                        ∗
                            p < 0.10,   ∗∗
                                             p < 0.05,   ∗∗∗
                                                               p < 0.01
                                                                                                                   42
medRxiv preprint doi: https://doi.org/10.1101/2020.09.09.20191320.this version posted September 11, 2020. The copyright holder for this
 preprint (which was not certified by peer review) is the author/funder, who has granted medRxiv a license to display the preprint in
                                                                perpetuity.
                                     It is made available under a CC-BY-ND 4.0 International license .
Table 20: Determinants of washing hands: combined controls, robust standard errors
Observations 1019 1004 1008 984 1019 1004 1008 984 701
                        p-values in parentheses
                                                                                                    43
                        ∗
                            p < 0.10,   ∗∗
                                             p < 0.05,   ∗∗∗
                                                               p < 0.01
medRxiv preprint doi: https://doi.org/10.1101/2020.09.09.20191320.this version posted September 11, 2020. The copyright holder for this
 preprint (which was not certified by peer review) is the author/funder, who has granted medRxiv a license to display the preprint in
                                                                perpetuity.
                                     It is made available under a CC-BY-ND 4.0 International license .
Acknowledgments
We are very grateful to Pranjal Drall for the invaluable research assistance.
                                                                 44
medRxiv preprint doi: https://doi.org/10.1101/2020.09.09.20191320.this version posted September 11, 2020. The copyright holder for this
 preprint (which was not certified by peer review) is the author/funder, who has granted medRxiv a license to display the preprint in
                                                                perpetuity.
                                     It is made available under a CC-BY-ND 4.0 International license .
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