The moral foundations of consumers' support for nudges

Rafi Chowdhury

Abstract

Even though the behavioural efficacy of nudges has been established, there is limited research examining consumers’ ethical concerns regarding support for nudges. A survey of 419 US consumers was conducted to identify relationships between moral foundations and support for System 1 nudges (targeting intuitive psychological processes) and System 2 nudges (targeting deliberative evaluations). Individualising foundations (concerns for caring and justice) and
binding foundations (concerns for loyalty, authority and sanctity) were related to support for both types of nudges, however the liberty foundation (concerns for freedom) was negatively related to support for System 1 nudges. Individualising and binding foundations mediated the effects of desire for control, empathy and conservatism on support for both types of nudges.
The liberty foundation mediated the effects of desire for control, empathy and conservatism on
support for System 1 nudges. Results demonstrate that policymakers should take consumers’
moral foundations into consideration when designing and implementing nudges.

Original language	English
Pages	779-782
Number of pages	4
Publication status	Published - Dec 2019
Event	Australian & New Zealand Marketing Academy Conference 2019: Winds of Change - Wellington, New Zealand Duration: 2 Dec 2019 → 4 Dec 2019 https://anzmac.wildapricot.org/conference-2019

Conference

Conference	Australian & New Zealand Marketing Academy Conference 2019
Abbreviated title	ANZMAC 2019
Country/Territory	New Zealand
City	Wellington
Period	2/12/19 → 4/12/19
Internet address	https://anzmac.wildapricot.org/conference-2019

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Cite this

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title = "The moral foundations of consumers' support for nudges",

abstract = "Even though the behavioural efficacy of nudges has been established, there is limited research examining consumers{\textquoteright} ethical concerns regarding support for nudges. A survey of 419 US consumers was conducted to identify relationships between moral foundations and support for System 1 nudges (targeting intuitive psychological processes) and System 2 nudges (targeting deliberative evaluations). Individualising foundations (concerns for caring and justice) andbinding foundations (concerns for loyalty, authority and sanctity) were related to support for both types of nudges, however the liberty foundation (concerns for freedom) was negatively related to support for System 1 nudges. Individualising and binding foundations mediated the effects of desire for control, empathy and conservatism on support for both types of nudges.The liberty foundation mediated the effects of desire for control, empathy and conservatism onsupport for System 1 nudges. Results demonstrate that policymakers should take consumers{\textquoteright}moral foundations into consideration when designing and implementing nudges.",

author = "Rafi Chowdhury",

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language = "English",

pages = "779--782",

note = "Australian & New Zealand Marketing Academy Conference 2019 : Winds of Change, ANZMAC 2019 ; Conference date: 02-12-2019 Through 04-12-2019",

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AU - Chowdhury, Rafi

PY - 2019/12

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N2 - Even though the behavioural efficacy of nudges has been established, there is limited research examining consumers’ ethical concerns regarding support for nudges. A survey of 419 US consumers was conducted to identify relationships between moral foundations and support for System 1 nudges (targeting intuitive psychological processes) and System 2 nudges (targeting deliberative evaluations). Individualising foundations (concerns for caring and justice) andbinding foundations (concerns for loyalty, authority and sanctity) were related to support for both types of nudges, however the liberty foundation (concerns for freedom) was negatively related to support for System 1 nudges. Individualising and binding foundations mediated the effects of desire for control, empathy and conservatism on support for both types of nudges.The liberty foundation mediated the effects of desire for control, empathy and conservatism onsupport for System 1 nudges. Results demonstrate that policymakers should take consumers’moral foundations into consideration when designing and implementing nudges.

AB - Even though the behavioural efficacy of nudges has been established, there is limited research examining consumers’ ethical concerns regarding support for nudges. A survey of 419 US consumers was conducted to identify relationships between moral foundations and support for System 1 nudges (targeting intuitive psychological processes) and System 2 nudges (targeting deliberative evaluations). Individualising foundations (concerns for caring and justice) andbinding foundations (concerns for loyalty, authority and sanctity) were related to support for both types of nudges, however the liberty foundation (concerns for freedom) was negatively related to support for System 1 nudges. Individualising and binding foundations mediated the effects of desire for control, empathy and conservatism on support for both types of nudges.The liberty foundation mediated the effects of desire for control, empathy and conservatism onsupport for System 1 nudges. Results demonstrate that policymakers should take consumers’moral foundations into consideration when designing and implementing nudges.

M3 - Abstract

SP - 779

EP - 782

T2 - Australian & New Zealand Marketing Academy Conference 2019

Y2 - 2 December 2019 through 4 December 2019

ER -

The moral foundations of consumers' support for nudges

Abstract

Conference

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