EFFECTS OF NUDGES: EVIDENCE FROM MACEDONIAN CONSUMERS
EFFECTS OF NUDGES: EVIDENCE FROM MACEDONIAN CONSUMERS

Summary/Abstract: Being aware that many people are not certain and constant in their decisions, it is important to find out as much as possible about what customers want and what influences their choice. Therefore, there has been an increase in research about so-called nudges, believed to be influencing consumer choice at a less than conscious level. The Nudge theory is thought to explain so much of consumer choice and can help companies create strategies to guide their consumers. By knowing how nudges work, companies can choose to include or exclude different tactics within marketing communication strategies. Research data has been gathered and analyzed through an online survey experiment, on a convenient sample of 195 people, residents of North Macedonia. The use of nudges is tested by creating three experimental surveys, in which the presence of three nudges is being manipulated. Each group had 65 participants (ages 16-61). Overall results show that for some types of nudges and in some situations, their use could lead to higher benefit, to change in choice, prediction, evaluation or perception, however definitely not in all.

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