How Digital Nudges Influence Consumers – The Role of Social and Privacy Nudges in Retargeting
Journal
Academy of Management Annual Meeting (AOM)
Type
conference paper
Date Issued
2018
Author(s)
Research Team
IWI 6
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.
Language
English
Keywords
Digital nudging
Privacy Nudging
Trust
HSG Classification
contribution to practical use / society
Event Title
Academy of Management Annual Meeting (AOM)
Event Location
Chicago, IL, USA
Event Date
10.-14-08.2018
Division(s)
Eprints ID
254082