Project

Digital Nudging in Customer Journey Context

Goal: Evaluation of digital nudging effects in various contexts and stages of customer journeys.

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Project log

Armando Schär
added 2 research items
Digital nudges are used to guide users’ attention and behavior in different phases of the customer journey. This paper focuses on the application of digital nudges in the pre-purchase phase of customer journeys by analyzing the potential effect of a social norm nudge on information consumption intentions. The study further aims to explore the extent that social media usage prior to a specific task may strengthen or weaken the nudging effect. An experiment was conducted asking participants (n = 209) to imagine planning their summer vacation and inform themselves about travelling during the Covid pandemic. The results show that while age significantly affected the intention to consume information, neither the social norm nudge nor prior social media usage appeared to be effective in the chosen context. https://aisel.aisnet.org/amcis2022/sig_sc/sig_sc/12/
Customers use multiple channels to inform themselves about products and services before making a buying decision. As companies provide information on their owned platforms, their customers experience a multi-channel journey on their way to the company website. While companies try to nudge potential customers into consuming provided information, potential effects of previous customers experiences (such as social media browsing) on the effect of digital nudges (i.e. social norms) and the perception of such guidance are not thoroughly investigated yet. First studies imply that customers react differently to nudges depending on their previous channel experience. This paper contributes by focusing on digital nudging during the pre-purchase phase of the customer journey. The potential effect of social norm nudges on information search intentions and the influence of previous social media usage are investigated. Two online experiments examined previous social media usage as a potential moderator of the social norms nudge efficacy as well as the influence of previous social media usage on the perception of social norms nudges. Results show that previous social media usage influences perception as well as the efficacy of a social norms nudge on a company website in certain circumstances. Although social norms do not always significantly affect user behavior, users that consumed social media before seeing a social norms nudge, have an altered perception of these nudges. Choice architects implementing digital nudges are challenged to carefully consider such effects when applying nudges on their user interfaces.
Armando Schär
added 2 research items
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 customer journeys (i.e. own website and search engine or social media) there is increasing need to guide users through various digital touchpoints along all stages of the customer journey. This paper examines existing research on the application of digital nudging throughout customer journeys. The literature review reveals that nudging has been considered in customer journey-related literature, but so far with little explicit cross-referencing to nudging and behavioral economics research. The scientific contribution of this paper comprises a synthesis of existing research, identification of research gaps and a research agenda to study the application of digital nudging along the customer journey.
This study analyses digital nudging in the early stages of the customer journey. The experimental approach investigates the influence of digital nudging principles on decision making when searching for educational programs. The online experiment shows significant impact for three of the five digital nudging principles and greatly varying effect sizes. Social norms, anchoring and adjustment, and status quo nudging principles have a substantial impact when used in the pre-purchase stage. Loss aversion and hyperbolic discounting nudges have not shown a significant influence on choice behavior. Furthermore, extraverted individuals show significantly less behavioral change when confronted with a loss aversion nudge. These results imply a careful consideration of the chosen nudging principle and the target groups personalities when implementing digital nudges and start a novel discussion on the usage of digital nudges in the pre-purchase stage of the customer journey.
Armando Schär
added a research item
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.
Armando Schär
added a project goal
Evaluation of digital nudging effects in various contexts and stages of customer journeys.