The Power of Digital Nudge: Moving Towards Public Transportation and Debunking False Beliefs. A Conceptual Framework: Structured Abstract
Author(s)
Helme-Guizon, Agnes
Date issued
July 7, 2019
Subjects
Feedback Nudge Planning prompts nudge Behavior Change Public Transportation Social Proof Debunking false beliefs Climate change
Abstract
Despite its importance, the mechanism behind a digital nudge is understudied (Weinmann, Schneider and vom Brocke, 2015). Specifically, this study explores the working mechanism of a digital nudge and to what extent can the feedback nudge be used to reduce carbon footprint by influencing the transit behavior and debunk misinformation on climate change. To influence an individual’s behavior to traverse by public transportation as a daily medium of the commute this study investigates the use of social proof and social norm in digital nudges. This study explores the effectiveness of planning prompt nudge to close the intention and behavior gap. Also, the mediating role of processing fluency is studied as well as the moderating role of online social support and credibility of the source
Notes
, 2019
Event name
22nd Academy of Marketing Science World Marketing Congress
Location
Edinburgh, Scotland, UK
Publication type
conference paper