ItemBook Chapter

Breaking the Bias: Assessing Nudge Effectiveness in Overcoming Decision-Making Prejudices

Title
Breaking the Bias: Assessing Nudge Effectiveness in Overcoming Decision-Making Prejudices
Creator
Arun, R.J.; Mehrolia, Sangeeta; Jeevananda, S.; Nesin, Sibin Mathew; Abhay, Rabia
Description
Influencing consumer decision-making processes in the digital age is vital as E-commerce continues dominating the market. This research work explores the application of nudging to e-commerce or any digital environment involving consumer choices, investigating its efficacy in mitigating cognitive biases that affect online purchasing decisions. We employed a 2 x 2 within-group experimental design to examine how different nudges influence e-commerce choices. Data collected from 88 participants reveal that status-quo nudges can influence decision-making more than social proof nudges or salience nudges in online shopping. These results significantly impact digital marketing strategies, suggesting that carefully designed nudges can guide consumer choices by overcoming ingrained prejudices. This research also provides practical insights into consumer behaviour through subtle interventions in e-commerce settings. While nudging has been studied in offline contexts, applying it to e-commerce and digital consumer choices represents a growing area of study. 2026 by IGI Global Scientific Publishing. All rights reserved.
Source
Redefining Business in Volatile and Ambiguous Times;pp.283-308
Date
01-01-2025
Publisher
IGI Global
Coverage
Arun R.J., Christ University, India; Mehrolia S., Christ University, India; Jeevananda S., Christ University, India; Nesin S.M., Christ University, India; Abhay R., Christ University, India
Rights
Restricted Access; Hardcopy may be available in the library
Relation
ISBN: 979-833737919-7; 979-833737917-3;
Format
online
Language
English
Type
Book chapter

Citation

Arun, R.J.; Mehrolia, Sangeeta; Jeevananda, S.; Nesin, Sibin Mathew; Abhay, Rabia, “Breaking the Bias: Assessing Nudge Effectiveness in Overcoming Decision-Making Prejudices,” CHRIST (Deemed To Be University) Institutional Repository, accessed June 19, 2026, https://archives.christuniversity.in/items/show/24925.

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