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Digital nudging along the customer journey (based on Schneider et al., 2018) and Lemon and Verhoef, 2016).

Digital nudging along the customer journey (based on Schneider et al., 2018) and Lemon and Verhoef, 2016).

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More and more decisions are made on screens. Digital nudging attempts to guide users’ decisions on these screens. One relevant application area of digital nudging are customer journeys. Emerging research on this topic mainly analyses digital nudging on companies’ owned conversion screens (i.e. websites). However, in a multi-channel, multi-owner cus...

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... Importantly, the duty of their firm administration is to explain unique services and the product and services delivered to the customer is very little travel time (Albassami, Hameed, Naveed, & Moshfegyan, 2019). In this way, the customer would develop satisfaction with the business and they would become satisfied to the brand (Hameed, Nadeem, Azeem, Aljumah, & Adeyemi, 2018;Islam et al., 2021;Kim et al., 2010;Schär & Stanoevska-Slabeva, 2019). On the other hand, the business organizations that are not providing the products and services to the target customers in very low on time, and as a result, these business organizations are not satisfying the customers in an effective way to make them loyal to the brand (Loughran, Berry, & Mulhall, 2012;Nawaz, Jiang, Alam, & Nawaz, 2020). ...
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The online brands in Pakistan are facing brand loyalty issues as the market is new and emerging for Pakistani consumers. The less satisfaction of consumers with different operations of online businesses is the fundamental reason for this loyalty challenge. The purpose of this study is to identify different factors that are contributing to the brand loyalty of online businesses in Pakistan. The Likert scale questionnaire was used to collect data from the Pakistani people with a random sampling technique. The Partial Least Square (PLS) method is used to test the relationship between different variables of the study. The study highlights that effective payment method, low distribution charges and low transit time has key responsibility for brand loyalty of the Pakistani customers with moderating role of effective management. The study is a contribution to literature and knowledge as the framework of the study contains significant variables. The practical implications of this study would provide a way for online businesses in Pakistan to develop brand loyalty.
... Doch auch im digitalen Umfeld gewinnt der Scarcity-Effekt an Bedeutung. Populäre Umsetzungsalternativen finden sich etwa auf E-Commerce-und Buchungsplattformen [19]. Die Verknappung des Angebots kann sich sowohl auf die Menge als auch auf den Zeithorizont beziehen [1]. ...
... Bisherige Forschung liefert kaum gezielte Erkenntnisse zu unbeabsichtigten und schädlichen Folgen von Nudges, die über deren Erfolglosigkeit hinausgehen [6]. Buchungsplattformen nutzen Scarcity-Nudges zwar häufig [19], im Kontext schädlicher Folgen wurden diese bisher aber nicht untersucht. ...
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Nudging und die Frage nach seiner Wirksamkeit wird im digitalen Zeitalter immer wichtiger, da Entscheidungen immer häufiger in digitalen Umgebungen getroffen werden. Gleichzeitig gibt es kaum Forschung zu den unbeabsichtigten und schädlichen Folgen von Nudging, auch als Backfiring bezeichnet. Das Paper beschäftigt sich deshalb mit der Rolle von Reaktanz im Zusammenhang mit Scarcity-Nudges. Es wurde ein Online-Experiment (n=180) auf einer fiktiven Hotelbuchungswebsite durchgeführt und der Einfluss zweier Varianten eines Scarcity-Nudges (Demand-Side vs. Supply-Side) auf die Reaktanz und die Kaufabsicht untersucht. Aufgezeigt werden konnte, dass die Reaktanz die Kaufabsicht, ausgelöst durch den Scarcity-Nudge auf der Supply-Side, reduziert. Auf der Demand-Side konnte kein Einfluss der Reaktanz auf die Kaufabsicht durch Scarcity-Nudges festgestellt werden.
... Gregor ve Lee-Archer, 2016; Schneider ve diğerleri, 2018;Schaer & Stanoevska-Slabeva, 2019; Meske ve Amojo, 2020), yaklaşımlar spesifik olarak farklılık gösterse de, bireyin seçim özgürlüğünü kısıtlamadan, ekonomik teşvikleri önemli ölçüde değiştirmeden, dijital ortamlarda insan davranışını tahmin edilebilir şekilde etkilemek için teknoloji içgörülerin kullanılması ortak bir tanım olarak karşımıza çıkmaktadır.Yapılan çalışmalar kullanıcı arayüzlerindeki ayarlamaların gerçekten de davranışı değiştirmede başarılı olabileceğini göstermiştir (Esposito ve diğerleri, 2017; Huang ve diğerleri, 2018; Dennis ve diğerleri, 2020). Bu nedenle teknoloji kullanıcıların irrasyonel seçimlerinin değiştirilmesinde doğru uygulamalarla dijital dürtüler önemli bir araç olarak kullanılabilir. ...
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Ana akım iktisadın “Homo Economicus” olarak tanımladığı rasyonel bireyin aslında karar verirken her zaman akıllıca davranmadığı uzun zamandır kabul edilen bir gerçektir. Çünkü gerçek bireylerin bilişsel önyargıları olduğundan ve önemli derecede çevresel faktörlerden etkilendikleri için karar verirken sistematik hata yaparlar. Bu nedenle bireylerin karar aşamasında daha rasyonel davranışlar gerçekleştirmesi için, ana akım iktisada karşı getirdiği eleştirilerle ortaya çıkan davranışsal iktisat ekolü devreye girmektedir. Davranışsal iktisat, bireylerin her zaman kendi faydasını gözeterek, rasyonel düşünce sistemi çerçevesinde karar almadıklarını savunur ve bu nedenle bireylerin davranışlarını nasıl faydalı hale getirilebilir sorusuna, ekonomiye getirdiği birçok önemli kavramla açıklamaya çalışmaktadır. Bu kavramlardan biri olan dürtme teorisi, bireylerin davranışlarını yararlı hale getirmek için önemli bir araştırma konusu olmuş ve hükümetler tarafından da önemli politikalar gerçekleştirilmiştir. Dürtme, tüketici seçim seçeneklerini kısıtlamadan veya teşvikleri önemli ölçüde değiştirmeden davranışı tahmin edilebilir şekilde değiştirmeye yönelik bir yöntemdir. Günümüz teknoloji çağındaki bireylere ulaşmak ve davranışlarını daha yararlı hale getirmek ancak bir dijital sistemle etkili olacaktır. Bu dijital sisteme örnek olarak, yeni bir kavram olan ''dijital dürtme'' gösterilebilir. Dijital dürtme, davranışsal ekonomiden gelen içgörülere dayanarak, dijital ortamdaki öğeler yardımıyla kullanıcı davranışını öğrenmeye çalışır ve bu bilgiler ışığında insan davranışlarını arzu edilen ve toplam refahı artıracak şekilde yönlendiren bir sistemdir. Günümüzde, çoğu karar çevrimiçi ortamlarda alınmaktadır. Bu nedenle dijital dürtme, politika yapıcılar, iletişimciler ve tasarımcıların bireylerin davranışlarını öğrenmesini sağlayarak ve bu doğrultuda bireylerin kendilerine ve toplum refahını artıracak akıllıca kararlar vermesini sağlayacak seçeneği seçme konusunda büyük ölçüde yardımcı olabilir. Dijital dürtme, sosyal medya, mobil uygulamalar, e-ticaret, e-devlet, konum hizmetleri, kurumsal dijital bilgi sistemleri gibi dijital ortamlarda bireylerin faydasını artırmada bir araç olarak kullanılabilir. Bu amaçla çalışmamız, doküman analiziyle dijital dürtme kavramını, kullanım alanlarını ve dijital dürtmenin hangi yeni alanlarda kullanılabileceğine dair açıklama ve öneriler sunmaktadır. Anahtar Kelimeler: Dijital Dürtme, Davranışsal Ekonomi, Teknoloji
... Current research streams are looking into moderation effects of various digital nudges in different contexts and highlight the importance of gaining a better understanding of interactional effects (Hummel & Maedche, 2019;Ingendahl et al., 2020;Maas et al., 2018;Schär & Stanoevska-Slabeva, 2019). The aim of this research is to better understand how one of the most studied nudges, the social norms nudge (Hummel & Maedche, 2019), is influenced by an individual's personality. ...
... Other definitions focus on the predictive analytics of digital nudges (Gregor & Lee-Archer, 2016) or refer to the original definition of nudging by Thaler and Sunstein (2008) without discussing specific characteristics of its digital application (Esposito et al., 2017;Li et al., 2018;Lieberoth et al., 2018;Maas et al., 2018). Not least, Mirsch et al. (2017), as well as Schär & Stanoevska (2019), understand digital nudging as being facilitated by information and communication technology. It is an attempt to influence decision making, judgment, or behavior in a predictable way by counteracting cognitive boundaries, biases, routines, and habits that hinder individuals from acting in their own self-interest in the digital sphere. ...
... While several studies have focused on purchase-driven decision environments (Schär & Stanoevska-Slabeva, 2019), investigations into decision behavior at early stages of a customer journey are scarce. Schär and Stanoevska-Slabeva (2019) classified 29 studies into the three customer journey stages and offered insights into the effectiveness of the various nudges in the pre-purchase context. ...
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The design of user interfaces has seen an increasing use of digital nudging principles in recent years. Research has shown many nudging principles, like defaults or social norms, to be effective in persuasive systems. So far though, little research has focused on the user's personality and its influence on the efficacy of such nudges. This paper investigates the influence of an individual's need for cognition on the effectiveness of a digital social norms nudge. The experimental design operationalized an information research task for further education offerings. The results indicate that users with a higher need for cognition are 29.1% less likely to select the nudged option. This result aligns with theoretical findings but contrasts another study within the purchase stage of a customer journey that did not find significant moderation effects. It demonstrates the need for a careful consideration of users' personality traits when using digital nudges in persuasive systems.
... In terms of the general customer journey, Amirpur and Benlian (2015) have employed a stimulus-organism response model to prove the effectiveness of time-dependent loss aversion concepts for online consumer decision making. Other studies find that providing customers with a context-dependent rating system introduces anchoring biases in customer preferences (Adomavicius et al. 2013;Ölander and Thøgersen 2014;Schär and Stanoevska-Slabeva 2019). Finally, existing research suggests that the concept of hyperbolic discounting may well be suitable to influence sustainable purchase intentions and behaviours in digital commerce settings (Mirsch et al. 2017). ...
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... Therefore, digital nudges have the potential to further increase and extend the effects of traditional nudging interventions. While a growing number of studies have evaluated the impact of digital nudges (Hummel & Maedche, 2019;Meske & Amojo, 2020a;Mirsch et al., 2017;Schaer & Stanoevska-Slabeva, 2019), most of them focused on interventions implementing analog nudges in digital environments, rather than leveraging the unique opportunities that digital nudges offer. ...
... The great potential of digital nudges, however, has not only been recognized by pro-social choice architects who try to promote individual welfare, but also by marketers who nudge individuals in ways that primarily aim at making the nudging party better off rather than the individuals exposed to the nudge (Dennis et al., 2020;Schaer & Stanoevska-Slabeva, 2019). This has contributed to a negative perception of digital nudges in general and led to a vivid debate questioning the ethical underpinnings of nudging (Bovens, 2009;Hansen & Jespersen, 2013). ...
... Hummel & Maedche, 2019;Meske & Amojo, 2020a;Mirsch et al., 2017;Schaer & Stanoevska-Slabeva, 2019) and multiple definitions exist(Gregor & Lee-Archer, 2016;Meske & Amojo, 2020a;Mirsch et al., 2018;Schaer & Stanoevska-Slabeva, 2019;Schneider et al., 2018;Weinmann et al., 2016). While they differ in their specific approaches, they agree on a central component of digital nudging: incorporating information and communication technology (ICT) to predictably influence human behavior in digital environments, without restricting the individual's freedom of choice, significantly changing economic incentives or providing rational argumentation. ...
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Digital nudges offer a promising avenue to promote individual welfare by supporting individuals in their daily decision-making. However, most existing applications merely adapt analog nudges to the digital world, rather than leveraging the unique possibilities that digital environments offer. At the same time, recent discussions raise ethical objections to nudges and suggest disclosing transparent information about nudges as a measure to overcome these. Based on salience theory, we develop a digital salience nudge to increase the healthiness of online food product choices by reducing the visual salience of unhealthy food products. In an online experiment with 399 participants, we evaluate the effectiveness of this nudge and investigate the effect of disclosing transparent information on the nudge. The results suggest that the digital salience nudge reduces the share of unhealthy food product choices by 44% (from 27 to 15%). Disclosing transparent information on the nudge, however, does not change its effectiveness.
... As combinações possíveis são: Desde a publicação do conceito de nudge [1], vários estudos têm sido realizados para avaliar o impacto das intervenções em vários campos de aplicação, tanto em ambientes off-line quanto on-line. Em relação a este último, algumas revisões da literatura foram publicadas [11,12]. ...
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People increasingly seek for inspiration and make food choices using online recipe sites. Since the most popular recipes are often not the healthiest ones, the goal of our research is to nudge users towards healthier choices. Existing literature shows that digital nudging can be effective in this domain, but it often remains open if the observed effects are due to the specific way the nudge is implemented. In our research in progress, we examine the effectiveness of different nudges through user studies (N=225). Our results indicate that (a) not all types of popular nudges like setting defaults are necessarily effective, (b) that a hybrid nudge that in addition leverages social information is effective across food categories and (c) that considering ingredient information when nudging is promising to influence user decisions. Our results imply that various implementation alternatives should be explored to maximize the effects of digital nudging.
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Recommender systems are nowadays a pervasive part of our online user experience, where they either serve as information filters or provide us with suggestions for additionally relevant content. These systems thereby influence which information is easily accessible to us and thus affect our decision-making processes though the automated selection and ranking of the presented content. Automated recommendations can therefore be seen as digital nudges, because they determine different aspects of the choice architecture for users. In this work, we examine the relationship between digital nudging and recommender systems, topics that so far were mostly investigated in isolation. Through a systematic literature search, we first identified 87 nudging mechanisms, which we categorize in a novel taxonomy. A subsequent analysis then shows that only a small part of these nudging mechanisms was previously investigated in the context of recommender systems. This indicates that there is a huge potential to develop future recommender systems that leverage the power of digital nudging in order to influence the decision-making of users. In this work, we therefore outline potential ways of integrating nudging mechanisms into recommender systems.