Nudging i markedsføring: En analyse af forbrugeraccept af digitale nudges

Sofie Hedegaard Christensen

Studenteropgave: Kandidatafhandlinger


The main objective of this master thesis is to investigate public views on the use of nudges by companies as part of their marketing endeavours. This assignment contributes to existing theory regarding elements that influence consumers perception of a nudge as either acceptable or inacceptable. This thesis investigates the theoretical aspects of nudging and consumers attitudes towards different digital nudges. In order to reduce the bias related to the image of a company that potentially can arise, when the respondents are to evaluate the different nudges, this assignment examines different nudges that appear on several travel sites. Several factors have been investigated in terms of their possible correlation to the degree of acceptance that the consumers have expressed. The consumer’s attitude towards these nudges have been investigated by the means of an online survey with a sample size of 1000 Danish citizens. The findings suggest that consumers’ acceptance of companies use of nudging depends on whether the nudge can be categorized as a pareto or a rent-seeking nudge. This categorization is used to elaborate on when a nudge can be defined as a nudge or as a manipulation, thereby indicating bad marketing ethics. Furthermore, when the consumers are to judge if the nudge is acceptable or unacceptable it is essential that the consumers perceive the company as trustworthy.

UddannelserCand.merc.kom Erhvervsøkonomi og Virksomhedskommunikation, (Kandidatuddannelse) Afsluttende afhandling
Antal sider87
VejledereJesper Clement