Los nudges, elemento clave en la publicidad digital

Raquel Espantaleón Rueda

doi:10.31637/epsir-2024-1080

Authors

Raquel Espantaleón Rueda Complutense University of Madrid

DOI:

https://doi.org/10.31637/epsir-2024-1080

Keywords:

behavioral economics, attention, biases, heuristics, marketing nudges, digital nudges, dark nudges, digital advertising

Abstract

Introduction: Digital media have changed the landscape of marketing communication. However, in recent years, digital advertising has been showing signs of fatigue. This research aims to document the importance of using behavioral economics in marketing and identify key digital nudges to improve digital advertising. Methodology: Through a state-of-the-art analysis, prior knowledge regarding the application of nudges theory to marketing and digital advertising is collected and interpreted. Results: Despite the fact that the theory of nudges has demonstrated its effectiveness in various fields, positively influencing consumers’ behaviour, its use in the field of digital advertising has not been systematised. Discussions: This work has highlighted the lack of academic references in the application of nudges to the advertising world and especially to digital communication. Conclusions: The development of a model that allows us to relate the biases and heuristics that influence decision-making to specific digital nudges could improve the effectiveness of digital advertising campaigns.

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Author Biography

Raquel Espantaleón Rueda, Complutense University of Madrid

Introduction: Digital media have changed the landscape of marketing communication. However, in recent years, digital advertising has been showing signs of fatigue. This research aims to document the importance of using behavioral economics in marketing and identify key digital nudges to improve digital advertising. Methodology: Through a state-of-the-art analysis, prior knowledge regarding the application of nudges theory to marketing and digital advertising is collected and interpreted. Results: Despite the fact that the theory of nudges has demonstrated its effectiveness in various fields, positively influencing consumers’ behaviour, its use in the field of digital advertising has not been systematised. Discussions: This work has highlighted the lack of academic references in the application of nudges to the advertising world and especially to digital communication. Conclusions: The development of a model that allows us to relate the biases and heuristics that influence decision-making to specific digital nudges could improve the effectiveness of digital advertising campaigns.

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