Now showing 1 - 3 of 3
  • Publication
    Application of Digital Nudging in Customer Journeys – A Systematic Literature Review
    More and more decisions are made on screens. Digital nudging attempts to guide users’ decisions on these screens. One relevant application area of digital nudging are customer journeys. Emerging research on this topic mainly analyses digital nudging on companies’ owned conversion screens (i.e. websites). However, in a multi-channel, multi-owner customer journeys (i.e. own website and search engine or social media) there is increasing need to guide users through various digital touchpoints along all stages of the customer journey. This paper examines existing research on the application of digital nudging throughout customer journeys. The literature review reveals that nudging has been considered in customer journey-related literature, but so far with little explicit cross-referencing to nudging and behavioral economics research. The scientific contribution of this paper comprises a synthesis of existing research, identification of research gaps and a research agenda to study the application of digital nudging along the customer journey.
  • Publication
    Pre-Purchase Nudging: Digital Nudging Efficacy in the Pre-Purchase Stage of the Customer Journey
    (Universität St. Gallen, 2023-02-20)
    More and more of an individuals daily decisions are being made on screens. Behavioral economics have come up with theories that support individuals in decision-making situations. In decision making, psychological effects such as loss aversion and social norming are used to lead recipients toward a specific decision. In the digital context, this is also referred to as digital nudging. Existing studies confirm these nudging principles in specific contexts (e.g., environmental topics, financial industry). This dissertation broadens the understanding of digital nudges and links nudging with customer journey perspectives and the influence of an individuals personality traits. This research therefore focuses on the context of pre-purchase decision situations and potential influencing factors. While studies have demonstrated that digital-nudging principles are generally effective, evidence shows that various moderating factors influence a persons decision and the effectiveness of digital nudges. Such factors may explain the great variance in the strength of digital nudging effects. One study within this dissertation shows that extroverts are less likely to be influenced by loss aversion nudges. Another experiment showed that the individuals need for cognition has a significant negative influence on the effect of social norm nudges within the pre-purchase customer journey stage. Furthermore, it was found that customers that previously consumed social media, respond better to social norms nudges than customers who did a web search prior to being nudged. Therefore, this dissertation expands the research scope of digital nudges in the early stages of a customer journey. It shows that the efficacy of digital nudges is influenced in many ways. As a consequence, even a trial-and-error approach to design a nudge must be used with great care, especially regarding previous user activities and the control of their psychological traits. This dissertation shows that, in addition to the previously known dimensions of nudge type and context of use, other factors such as personality traits and previous social media usage also influence the effectiveness of nudges. These new findings, allow digital nudges to be used more precisely in order to help the recipients make decisions that best serve their interests.