Behavioral Economics in the Digital Economy: Digital Nudging and Interface Design

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    Please Mind the Stress: The Influence of Technostress on Mindset-Driven Sustainable Consumption in an Online Shopping Context
    ( 2022-01-04) Schumacher, Katharina ; Peters, Leonore ; Feste, Jasmin
    Though reportedly aware, the importance of sustainability is not reflected in consumers’ consumption behavior. Existing research excludes both the concept of mindset as a driver for sustainable consumption and the diminishing effect of stress on this relationship. We close this gap by examining how a growth mindset indirectly affects consumers’ sustainable purchase decisions, mediated by the preference for sustainable products, and the influence of technostress in an experimental online shopping scenario. Results based on 121 participants show a positive indirect effect of growth mindset on consumers’ sustainable product choice, mediated by their general preference for sustainable products, while technostress has a negative moderating effect on the relationship between preference for and choice of sustainable products. Our study contributes to the e-commerce and consumer psychology literature and extends research by showing how external influences disrupt the purchase decision of consumers who are usually inclined towards purchasing sustainable products under non-invasive conditions.
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    Nudging Raters towards Feedback: Effects of Regulatory Focus and Idea Partitioning on Rater’s Attendance on and their Tendency to Follow Feedback Information in Idea Selection
    ( 2022-01-04) Wibmer, Arnold
    In idea selection, raters can attend and rely on information from multiple sources to determine which ideas are worthy for further consideration. Since that information can include feedback from external sources (e.g. number of likes from a community), it has the potential to act as anchor cues that impact decision making. Up to now, little is known about the susceptibility of raters to such information depends on individual’s motivational orientation (regulatory focus) as well as on the number of ideas presented simultaneously per subset. Using eye-tracking methods, findings show that anchoring-effect is less salient when raters were primed to prevention focus, although they searched more extensively for feedback information than their counterparts with promotion focus. Moreover, reducing the number of presented ideas per subset in prevention focus further decreased susceptibility to anchor cues.
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    Not So Digital After All? A Look at the Nature of Digital Nudging through the Prism of the Digital Object Concept
    ( 2022-01-04) Bartosiak, Marcin
    Digital nudging is an effective way to influence individuals’ behavior when they interact with digital computers. However, scholars only partially discussed how digital technology transforms nudging mechanisms in digital choice environments. Considering the recently proposed research agenda on digital objects, studying the ‘digital’ component of digital nudging can help to understand how the ‘digital’ transforms the phenomenon of nudging and creates new, digital-only methods of influencing individuals’ behavior. This paper investigates the current state of the literature on the context of digital nudging and discusses the role of digital objects in nudging with examples of how digital properties can transform the mechanisms of nudging.
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    Digital Dark Nudge: An Exploration of When Digital Nudges Unethically Depart
    ( 2022-01-04) Costello, Francis Joseph ; Yun, Jinho ; Lee, Kun Chang
    Digital nudging in information systems has become widely prevalent to guide consumers during online decision-making. However, while nudging is about improving the decisions and behaviors in various domains, limited research has explored when digital nudges unethically depart from their intended purpose, whereby opt-in favors profit motives over the user’s best interests. In e-commerce, we defined this as a digital dark nudge (DDN) and explored its use in multiple scenarios against a typical shopping experience. Using an online experiment, we study the economic intentions and emotional perceptions of DDNs, while also accounting for impulsiveness as a moderating personality trait. This study first attempts to use priming and status quo bias as a theoretical lens, and empirical results show increasing evidence of the perverse effects of using DDNs in online e-commerce whereby consumers revert to their status quo, less likelihood of purchase. Our results provide further warning to practitioners about their use of ethical practices such as digital nudging.
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