How Digital Nudges Influence Consumers - Experimental Investigation in the Context of Retargeting
Journal
European Conference on Information Systems (ECIS)
Type
conference paper
Date Issued
2018
Author(s)
Research Team
IWI 6
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.
Language
English
Keywords
Consumer behaviour
Digital nudging
E-commerce
Retargeting
HSG Classification
contribution to practical use / society
Event Title
European Conference on Information Systems (ECIS)
Event Location
Portsmouth, UK
Event Date
23.-28.06.2018
Division(s)
Eprints ID
254141
File(s)![Thumbnail Image]()
open.access
Name
JML_693.pdf
Size
589.05 KB
Format
Adobe PDF
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