Search Conferences

Type in any word, words or author name. This searchs through the abstract title, keywords and abstract text and authors. You may search all conferences or just select one conference.


 All Conferences
 EMAC 2019 Annual Conference
 EMAC 2020 Annual Conference
 EMAC 2020 Regional Conference
 EMAC 2021 Annual Conference
 EMAC 2021 Regional Conference
 EMAC 2022 Annual
 EMAC 2022 Regional Conference
 EMAC 2023 Annual
 EMAC 2023 Regional Conference
 EMAC 2024 Annual
 EMAC 2024 Regional Conference

EMAC 2024 Annual


When Do Nudges Backfire? The Role of Goal Congruence and Reactance
(A2024-119773)

Published: May 28, 2024

AUTHORS

Maja Fors, Stockholm School of Economics; Aylin Cakanlar, Stockholm School of Economics/Jönköping University; Sara Rosengren, Stockholm School of Economics; Siegfried Dewitte, KU Leuven

ABSTRACT

This paper investigates the impact of nudging in settings where consumers have a strong goal orientation and the nudge does not match the goal orientation. In a field experiment and two lab experiments, we find that nudging can have a backfiring effect in these settings as the nudge has a low perceived goal congruence, which leads to reactance. This, in turn, leads to adverse consumer reactions (increase in undesirable behavior targeted by the nudge; lower brand attitude). Thus, managers and policymakers need to carefully consider consumer goal orientation before implementing nudges.