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  4. Nudge Your Customers Toward Better Choices
 
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Nudge Your Customers Toward Better Choices

Journal
Harvard Business Review
ISSN
0017-8012
Type
journal article
Date Issued
2008-12
Author(s)
Goldstein, Daniel G.
Johnson, Eric J.
Herrmann, Andreas  
Heitmann, Mark
Abstract
When car rental agencies include insurance unless you specifically decline it, or software vendors recommend that you click "next" for a quick install, they're choosing default options for you-covertly or overtly guiding your choices. Well-designed product or service defaults benefit both company and consumer by simplifying decision making, enhancing customer satisfaction, reducing risk, and driving profitable purchases. Ill-conceived defaults (or, simply, defaults no one thought much about) can leave money on the table, fuel consumer backlashes, put customers at risk, and trigger lawsuits-costing companies dearly.
Language
English
HSG Classification
contribution to scientific community
Refereed
Yes
Publisher
Harvard Business School Publ. Corp.
Publisher place
Boston, Mass.
Volume
86
Number
12
Start page
99
End page
105
Pages
7
URL
https://www.alexandria.unisg.ch/handle/20.500.14171/77603
Subject(s)

business studies

Division(s)

ICI - Institute for C...

Eprints ID
49399

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