A NeuroIS Investigation of the Effects of a Digital Dark Nudge

Abstract

Based on the behavioral economic theory, the recent uptake in the use of Nudge Theory, has been seen in many companies aiding consumers’ decision-making processes. However, recently online channels have started to use this technique for profiteering purposes, coined in this paper as a digital dark nudge. While cases of good nudge have been extensively studied, research on their dark sides and the effects these may have are absent and unclear. We demonstrate in a pilot study on 92 participants proof of concept and thus conceptualize the next steps in analyzing this phenomenon through the lens of NeuroIs. Through this process we aim to identify whether digital dark nudges will be detrimental to a consumers’ buying intentions and whether they may have a long-term negative impact on those engaged in the use of them. © 2020, The Editor(s) (if applicable) and The Author(s), under exclusive license to Springer Nature Switzerland AG.