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EMAC 2022 Annual

Nudge mystery – Are consumers aware and consciously affected?

Published: May 24, 2022


Zsófia Gyulai, University of Szeged - Faculty of Economics and Business Administration, Department of Business Studies; Anita Kéri, University of Szeged; Balazs Revesz, University of Szeged


The consumer decision-making process plays an important role across different scientific fields. One of the most recent challenges that attract the attention of both practitioners and the scientific community includes digital nudges, as only a limited portfolio of tools is available online to encourage consumers to purchase certain products or services. Therefore, the aim of the current research is to find out whether consumers are consciously aware of digital nudges or not. An additional aim is to reveal what effects these digital nudges have on consumers. The conversion capability of digital nudges is examined via the example of an integrated web analytics software-as-a-service by secondary analysis of web analytics data. Additionally, group interviews were conducted to investigate the awareness and uncover the potential effects of nudges on consumers. Results show that consumers accept nudges that are not manipulative. Using nudges increase conversion rates but not exit rates.