How Digital Nudges Influence Consumers – The Role of Social and Privacy Nudges in Retargeting
| Item Type | Conference or Workshop Item (Paper) |
| Abstract | Retargeting is an innovative online marketing technique because it can provide consumer-specific advertising content based on consumers’ browsing behavior that meet consumers' prefer-ences and interests. Although this advertising form offers great opportunities of bringing back customers who have left an online store without to complete a purchase, retargeting is risky be-cause the necessary data collection leads to strong privacy concerns which in turn, trigger con-sumer reactance and decreasing trust. Digital nudges – small design modifications in digital choice environments which guide peoples’ behavior – present a promising concept to bypass these negative consequences of retargeting. In order to explore the positive effects of digital nudges in retargeting banners, we conducted a between-subject experiment with a subsequent survey which examines the impacts of social nudges (likes of friends) and privacy nudges (disclosure of privacy policy and purpose of retargeting banners). Whereas the social nudge led to a negative impact on consumers’ privacy concerns and a positive impact on consumers’ booking behavior, the privacy nudge did not have any significant impact. A combination of social nudge and privacy nudge showed that the privacy nudge negatively moderated the positive relationship between social nudge and consumers’ booking behavior. The derived implications provide a theory for under-standing nudges in digital environments and we offer design principles for practitioners that enable better retargeting outcomes. |
| Authors | Eigenbrod, Laura; Janson, Andreas & Leimeister, Jan Marco |
| Research Team | IWI 6 |
| Journal or Publication Title | Academy of Management Annual Meeting (AOM) |
| Language | English |
| Keywords | Digital nudging, Privacy Nudging, Trust |
| Subjects | business studies information management other research area |
| HSG Classification | contribution to practical use / society |
| Date | 2018 |
| Event Title | Academy of Management Annual Meeting (AOM) |
| Event Location | Chicago, IL, USA |
| Event Dates | 10.-14-08.2018 |
| Publisher DOI | https://doi.org/10.5465/AMBPP.2018.11298abstract |
| Official URL | https://journals.aom.org/doi/10.5465/AMBPP.2018.11... |
| Depositing User | Dr. Mahei Li |
| Date Deposited | 23 Apr 2018 18:32 |
| Last Modified | 20 Jul 2022 17:34 |
| URI: | https://www.alexandria.unisg.ch/publications/254082 |
DownloadFull text not available from this repository.CitationEigenbrod, Laura; Janson, Andreas & Leimeister, Jan Marco: How Digital Nudges Influence Consumers – The Role of Social and Privacy Nudges in Retargeting. 2018. - Academy of Management Annual Meeting (AOM). - Chicago, IL, USA. Statisticshttps://www.alexandria.unisg.ch/id/eprint/254082
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