%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 }