Digital Nudge Efficacy and the Influence of Personality in Pre-Purchase Information Research

Abstract

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.