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.
%0 Conference Paper
%1 ls_leimeister
%A Eigenbrod, Laura
%A Janson, Andreas
%A Leimeister, Jan Marco
%B Academy of Management Annual Meeting (AOM)
%D 2018
%K Digital_nudging Privacy_Nudging Trust itegpub pub_aja pub_jml pub_lei u3bpub
%R 10.5465/AMBPP.2018.11298abstract
%T How Digital Nudges Influence Consumers – The Role of Social and Privacy Nudges in Retargeting
%U https://journals.aom.org/doi/10.5465/AMBPP.2018.11298abstract
%X 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.
@inproceedings{ls_leimeister,
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.},
added-at = {2018-04-23T20:31:03.000+0200},
author = {Eigenbrod, Laura and Janson, Andreas and Leimeister, Jan Marco},
biburl = {https://www.bibsonomy.org/bibtex/2c1d63ab4bb775c6cbbf23d1a59798635/ls_leimeister},
booktitle = {Academy of Management Annual Meeting (AOM)},
doi = {10.5465/AMBPP.2018.11298abstract},
eventdate = {10.-14-08.2018},
eventtitle = {Academy of Management Annual Meeting (AOM)},
interhash = {d415a690e42321c4f8ca253dba0dcedb},
intrahash = {c1d63ab4bb775c6cbbf23d1a59798635},
keywords = {Digital_nudging Privacy_Nudging Trust itegpub pub_aja pub_jml pub_lei u3bpub},
timestamp = {2021-07-27T15:34:05.000+0200},
title = {How Digital Nudges Influence Consumers – The Role of Social and Privacy Nudges in Retargeting},
url = {https://journals.aom.org/doi/10.5465/AMBPP.2018.11298abstract},
venue = {Chicago, IL, USA},
year = 2018
}