The moral foundations of consumers' support for nudges

Research output: Contribution to conferenceAbstractResearchpeer-review

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 languageEnglish
Pages779-782
Number of pages4
Publication statusPublished - Dec 2019
EventAustralian & New Zealand Marketing Academy Conference 2019: Winds of Change - Wellington, New Zealand
Duration: 2 Dec 20194 Dec 2019
https://anzmac.wildapricot.org/conference-2019

Conference

ConferenceAustralian & New Zealand Marketing Academy Conference 2019
Abbreviated titleANZMAC 2019
CountryNew Zealand
CityWellington
Period2/12/194/12/19
Internet address

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    Chowdhury, R. (2019). The moral foundations of consumers' support for nudges. 779-782. Abstract from Australian & New Zealand Marketing Academy Conference 2019, Wellington, New Zealand. https://confer.nz/anzmac2019/wp-content/uploads/2019/12/ANZMAC-2019-Final-Proceedings-01.12.19.pdf