How Digital Nudges Influence Consumers - Experimental Investigation in the Context of Retargeting

Item Type Conference or Workshop Item (Paper)
Abstract Retargeting is an innovative online marketing technique in the modern age. Although this advertising form offers great opportunities of bringing back customers who have left an online store without a com-plete purchase, retargeting is risky because the necessary data collection leads to strong privacy con-cerns which, in turn, trigger consumer reactance and decreasing trust. Digital nudges – small design modifications in digital choice environments which guide peoples’ behaviour – present a promising concept to bypass these negative consequences of retargeting. In order to prove the positive effects of digital nudges, we aim to conduct an online experiment with a subsequent survey by testing the impacts of social nudges and information nudges in retargeting banners. Our expected contribution to theory includes an extension of existing research of nudging in context of retargeting by investigating the effects of different nudges in retargeting banners on consumers’ behaviour. In addition, we aim to provide practical contributions by the provision of design guidelines for practitioners to build more trustworthy IT artefacts and enhance retargeting strategy of marketing practitioners.
Authors Eigenbrod, Laura & Janson, Andreas
Research Team IWI 6
Journal or Publication Title European Conference on Information Systems (ECIS)
Language English
Keywords Consumer behaviour, Digital nudging, E-commerce, Retargeting
Subjects business studies
other research area
HSG Classification contribution to practical use / society
Date 2018
Event Title European Conference on Information Systems (ECIS)
Event Location Portsmouth, UK
Event Dates 23.-28.06.2018
Depositing User Dr. Mahei Li
Date Deposited 03 May 2018 08:15
Last Modified 20 Jul 2022 17:35



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Eigenbrod, Laura & Janson, Andreas: How Digital Nudges Influence Consumers - Experimental Investigation in the Context of Retargeting. 2018. - European Conference on Information Systems (ECIS). - Portsmouth, UK.

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