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


The influence of shopping club nudges along the consumer decision journey
(A2024-119795)

Published: May 28, 2024

AUTHORS

Nadine Schröder, WU Wien; Bernhard Winter, Vienna University of Economics and Business; Christina Patricia Schamp, Vienna University of Business and Economics; Thomas Reutterer, WU Vienna University of Economics and Business

ABSTRACT

Digital nudges have emerged as a popular marketing tool in online retailing. These nudges include time and demand scarcity, social proof, as well as targeted messaging about pricing and discounts to create a competitive yet engaging shopping environment for consumers. We are the first to study the effectiveness of such nudges in the context of online shopping clubs, leveraging a unique combination of an extensive real-world dataset consisting of customer reactions on over 40.000 shopping campaigns and a controlled conjoint experiment. In contrast to prior research on nudges we examine the impact of nudges on multiple stages of the customer journey. Our preliminary findings show that the nudges have differential effects across the purchase stages: Whereas we find positive effects of social proof, we find negative effects of scarcity in the pre-purchase stage. Likewise, scarcity nudges might backfire resulting in higher cancellations after the purchase, signaling post-purchase regret.