How Do Nudges Influence Consumer Decisions? - A Literature Review
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School of Business |
Bachelor's thesis
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Authors
Date
2019
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Mcode
Degree programme
Markkinointi
Language
en
Pages
33
Series
Abstract
Nudge is a recent research phenomena that explores the idea of implementing low-cost and easy opt-out measures to subtly influence decision making. While it is met with a lot of emerging literature advocating for its effectiveness, only a small proportion of literature has raised doubts over its applications, heavy dependence on context, overall ethical concerns, and its complex connection to negative emotions. This research acts as a broad literature review on nudging in consumer behavior. This study also seeks to summarize the findings of the most recent marketing research on Nudge to provide a more comprehensive overview of effects and the applications of Nudge as a marketing tool. The results of the study suggest why Nudge can be effective and how it can influence consumer decision-making, while also highlighting the research gap in the overall concerns as well as connection between Nudge and negative sentiments.Description
Thesis advisor
Lavrusheva, OlgaKeywords
nudge theory, libertarian paternalism, choice architecture, decision making, consumer behaviour