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Who can be nudged? Examining nudging effectiveness in the context of need for cognition and need for uniqueness

Ingendahl, Moritz; Hummel, Dennis 1; Maedche, Alexander 1; Vogel, Tobias
1 Karlsruher Institut für Technologie (KIT)


In the last decade, there has been a growing research focus on the subtle modifications of choice architecture that have strong effects on consumer behavior and are subsumed under the term nudging. There is still little research, however, on how different nudges influence individuals with different personality characteristics. An experimental online shopping scenario is used to test whether a customer's Need for Cognition and Need for Uniqueness moderate the effectiveness of two of the most prominent nudges—defaults and social influence. Two experiments with samples stratified by age, gender, and education (total N = 1,561) reveal that defaults and social influence have the predicted impact on a customer's decision. Across both studies, nudge effectiveness was partially impacted by Need for Cognition and not impacted at all by Need for Uniqueness. These findings imply that both types of nudges are strong and robust techniques to influence consumer decision‐making and are effective across different levels of consumer's Need for Cognition or Need for Uniqueness.

Verlagsausgabe §
DOI: 10.5445/IR/1000122816
Veröffentlicht am 19.08.2020
DOI: 10.1002/cb.1861
Zitationen: 30
Web of Science
Zitationen: 26
Zitationen: 23
Cover der Publikation
Zugehörige Institution(en) am KIT Fakultät für Wirtschaftswissenschaften – Institut für Informationswirtschaft und Marketing (IISM)
Publikationstyp Zeitschriftenaufsatz
Publikationsmonat/-jahr 04.2021
Sprache Englisch
Identifikator ISSN: 1472-0817, 1479-1838
KITopen-ID: 1000122816
Erschienen in Journal of consumer behaviour
Verlag John Wiley and Sons
Band 20
Heft 2
Seiten 324-336
Vorab online veröffentlicht am 04.08.2020
Nachgewiesen in Dimensions
Web of Science
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