Literature by the same author
plus at Google Scholar

Bibliografische Daten exportieren
 

Nudging Physical Distance During COVID-19 : Short-Term and Long-Term Wear-Out Effects of Nudges in a Retail Setting

Title data

Harnischmacher, Jannike ; Merkl, Lisa-Marie ; Germelmann, Claas Christian:
Nudging Physical Distance During COVID-19 : Short-Term and Long-Term Wear-Out Effects of Nudges in a Retail Setting.
In: Jeseo, Vincent ; Allen, Juliann (ed.): Welcome to The New Normal: Life After The Chaos : Proceedings of the 2023 AMS Annual Conference, New Orleans, LA, USA, May 17–19, 2023. - Cham : Springer , 2024 . - pp. 197-207 . - (Developments in Marketing Science: Proceedings of the Academy of Marketing Science )
ISBN 978-3-031-49038-5
DOI: https://doi.org/10.1007/978-3-031-49039-2_19

Official URL: Volltext

Abstract in another language

During the COVID-19 pandemic, customers had to adopt new behavior patterns. Keeping distance from others is a key measure and difficult to achieve in crowded retail settings. We examine the effectiveness of nudges in two field studies. In study 1, we investigate the effectiveness of three salience nudges that support distance keeping in a retail setting: duct-taped lines, footprints, and footprints with distance information as a more transparent nudge. Results show greater nudging effects for footprints in comparison with duct-taped lines. The more transparent nudge proved to be the most effective, with 3.3 times greater odds of nudging customers compared with lines. In study 2, we investigate the long-term effect of the transparent salience nudge. Results show a drastically declined nudging effect after one year of exposure. These findings support managers and public policy makers in designing nudges and draw attention to wear-out effects.

Further data

Item Type: Article in a book
Refereed: Yes
Keywords: Behavior change; Nudging; Choice architecture; Social identity; Identity-based motivation; Field study
Institutions of the University: Faculties
Faculties > Faculty of Law, Business and Economics
Faculties > Faculty of Law, Business and Economics > Department of Business Administration
Faculties > Faculty of Law, Business and Economics > Department of Business Administration > Chair Business Administration III - Marketing and Consumer Behaviour
Faculties > Faculty of Law, Business and Economics > Department of Business Administration > Chair Business Administration III - Marketing and Consumer Behaviour > Chair Business Administration III - Marketing and Consumer Behaviour - Univ.-Prof. Dr. Claas Christian Germelmann
Profile Fields > Emerging Fields > Innovation and Consumer Protection
Profile Fields
Profile Fields > Emerging Fields
Result of work at the UBT: Yes
DDC Subjects: 300 Social sciences
300 Social sciences > 330 Economics
Date Deposited: 07 May 2024 07:22
Last Modified: 06 Jun 2024 05:19
URI: https://eref.uni-bayreuth.de/id/eprint/89493