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Personality and the effectivity of digital nudges: an empirical study

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dc.contributor Aalto University en
dc.contributor Aalto-yliopisto fi
dc.contributor.advisor Falk, Tomas
dc.contributor.advisor Gloukhovtsev, Alexei
dc.contributor.author Korhonen, Mika
dc.date.accessioned 2020-02-09T17:04:38Z
dc.date.available 2020-02-09T17:04:38Z
dc.date.issued 2020
dc.identifier.uri https://aaltodoc.aalto.fi/handle/123456789/43026
dc.description.abstract Decision making isn’t always rational and fact-based. Instead, it’s often intuitive and stems from heuristics. So-called nudge theory is based on this idea. Nudges are meant to influence behaviour with the use of these heuristics and biases. In this research I study two digital nudges in a context of an online store and examine how consumer’s personality affects their effectivity. The other nudge is a discounted price with limited availability and it is based on loss aversion bias. The other one is a rating given by other customers. It is based on conformity bias. The data I use is from a web survey with a sample size of 237. In the survey, I measured respondents’ personality with Big Five personality dimensions and their behaviour with a choice-based conjoint analysis. The findings of this study are in many ways consistent with a previous literature and the results also give new insights on the individual differences in the effectivity of nudging. Openness to Experience was negatively correlated with the susceptibility to both nudges. High Conscientiousness, on the other hand, reduced susceptibility to the nudge that utilizes the conformity bias. In addition, other correlations between personality and the effectivity of the nudges were found, but those findings were not statistically significant, probably due to small sample size. Still, the results are promising for further research. en
dc.format.extent 57+6
dc.format.mimetype application/pdf en
dc.language.iso en en
dc.title Personality and the effectivity of digital nudges: an empirical study en
dc.type G2 Pro gradu, diplomityö fi
dc.contributor.school Kauppakorkeakoulu fi
dc.contributor.school School of Business en
dc.contributor.department Markkinoinnin laitos fi
dc.subject.keyword nudging en
dc.subject.keyword personality en
dc.subject.keyword e-commerce en
dc.subject.keyword behavioural psychology en
dc.subject.keyword decision making en
dc.subject.keyword heuristics en
dc.identifier.urn URN:NBN:fi:aalto-202002092100
dc.type.ontasot Master's thesis en
dc.type.ontasot Maisterin opinnäyte fi
dc.programme Marketing en
dc.location P1 I fi
local.aalto.electroniconly yes
local.aalto.openaccess yes


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