What is nudge marketing? Nudge marketing, also called incentive marketing or suggestion marketing, is the art of deliberately acting on consumer Paraguay Email List through cognitive biases. Translated from English, nudge means “boost”. The aim of this discipline is to act on the various elements linked to the consumer’s decision-making process in order to bring about a change in behavior at very low cost, without ever seeking to coerce.
Popularized by Richard Thaler and Cass Sunstein in their book: “Nudge, the soft method to inspire the right decision”, nudge marketing became more democratic in 2008 in the United States and then in 2010 in France Our definition of nudge marketing In transport, at work or at the supermarket, the “helping hand” theory is being tested almost everywhere. Let’s see how it is applied in our daily life.
Behavioral Incentive Or Gentle Manipulation?
No matter your position, you can transform the behavior of your target even if you act in a minor way in their habits. The whole concept relies on a clear understanding of your consumers’ decision making to develop an effective strategy.
To change a person’s habits, he must find personal benefit. He must feel a sense of well-being and then benefit from a real and measurable benefit (s). There are different strategies for this:
The first is to offer an immediate reward rather than postponing it to a later date. By playing on instant gratification, consumers will be more inclined to modify their behavior. The second lever is to insist on the fact that a product or service is already used and appreciated by other consumers. Finally, the last lever consists in changing the context in which a main information is presented in order to act on perception.
Dark Nudge: Towards Negative Use
Nudge marketing seems to be all the rage when sometimes it is just a simple change in the customer journey. Different perceptions of nudge marketing can be confused when discussing a strategy of this type. Some speak of influence and others speak of manipulation. According to Richard Thaler and Cass Sunstein, there is an ambiguity between ethics and benefits . Sometimes influencing people’s choices leads to unexpected behavior.
The bottom line for an effective strategy is that lack of obligation and transparency are the key to success. Your target must be able to refuse without guilt. Often used within citizen projects, the usefulness of nugde marketing can be called into question. In France, the most telling example is illustrated during the COVID-19 pandemic with “general public” masks to name fabric masks. A name that was not chosen at random when France was in the midst of a shortage of masks. The idea was to encourage the use of fabric masks (less effective) with a name in reference to a few things potentially usable by everyone.