Nudging & marketing - Συμπεριφορά του καταναλωτή και Διαδίκτυο

Βόγκλη, Ελπινίκη

Nudging & marketing - Consumer behaviour on Internet

Master Thesis

Author

Βόγκλη, Ελπινίκη

Date

2024-02

Abstract

This paper explores the pervasive influence of nudging in the realm of online marketing and its profound impact on shaping consumer behavior. Nudging, rooted in behavioral economics and psychology, involves subtle strategies designed to guide individuals towards making desired choices. Examining various online platforms and e-commerce practices, we delve into how nudging techniques such as default options, scarcity messaging, personalized recommendations, and social proof are effectively employed. Case studies from prominent internet-based companies illustrate the nuanced ways in which nudging shapes user decisions, from simplified checkout processes to personalized content suggestions. The study also addresses the potential ethical considerations of nudging and its implications for businesses aiming to optimize online consumer engagement. This thesis extensively examines the relationship between the emotional and psychological costs of investors and their decisions in the financial market. Through a comprehensive analysis, we explore how emotional and psychological motives influence investment decisions, focusing on phenomena such as the fear of regret, preference for value, and information evaluation. Subsequently, we investigate the significance of nudging in the circular economy, with an emphasis on the fashion industry. We analyze how the use of nudging can expedite the transition to sustainable choices in the consumer sector, contributing to the creation of a more sustainable and resilient industry. The thesis concludes with findings highlighting the importance of the emotional and psychological dimensions in investor decisions, as well as the effectiveness of nudging in promoting sustainable behaviors in the consumer sector, with implications for advancing the circular economy.

Postgraduate Studies Programme

Οικονομική και Επιχειρησιακή Στρατηγική

Department

Σχολή Οικονομικών, Επιχειρηματικών και Διεθνών Σπουδών. Τμήμα Οικονομικής Επιστήμης

Number of pages

110

Language

Greek

URI

https://dione.lib.unipi.gr/xmlui/handle/unipi/16863
http://dx.doi.org/10.26267/unipi_dione/4285

Collections

Τμήμα Οικονομικής Επιστήμης

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Except where otherwise noted, this item's license is described as
Αναφορά Δημιουργού-Μη Εμπορική Χρήση-Όχι Παράγωγα Έργα 3.0 Ελλάδα