How to Nudge Your Customers Without Pushing Them Away

New research on default settings.

by

and

by

and

October 28, 2016

People don’t always make choices in their best interests. There are many examples: On average, Americans weigh 16 pounds more than their target body weights; 68% of people save less for retirement than they intend to; and although 85% say they would like to be organ donors, only 28% are.

MS

Mary Steffel is an associate professor of marketing at D’Amore-McKim School of Business, Northeastern University. Her research focuses on examining when we call upon others to help us make decisions, how we navigate making decisions for others, and how we can support others in making better decisions. See her faculty page here.
EW

Elanor F. Williams is an associate professor of marketing at Olin Business School, Washington University in St. Louis. Her research focuses on how consumers make judgments and decisions in social contexts. See her faculty page here.
RP

Ruth Pogacar is a doctoral candidate in marketing at the Carl H. Lindner College of Business at the University of Cincinnati. Her work explores how people can make less biased choices by dedicating balanced focus to all options, and how marketing language influences brand perceptions.