University of Twente Student Theses


Music on, earplugs in!

Lentfert, A.I.M. (2021) Music on, earplugs in!

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Abstract:This study aims to investigate which principles have a possible effect on stimulating the purchase intention of earplugs and whether these techniques have an effect on the product value and perceived importance of earplugs. So, hopefully more people are willing to wear earplugs at festivals, which will result in a decrease of hearing damage risk. It will contribute to the field of marketing within the festival industry. Method – In order to fill the gap of stimulating the usage of earplugs at music festivals with the help of nudges, an experimental study including an online survey is conducted in a 2 (authority nudge vs. no authority nudge) x 2 (social proof nudge vs. no social proof nudge) x 2 (low vs. high persuasion knowledge) research design to find out to what extent nudging is effective in trying to convince people to purchase and wear earplugs at festivals to protect their ears. The results state a social proof nudge in combination with an authority nudge should be used to achieve a high perceived importance. It is important to insert some sort of authority nudge in the advertisement together with the social proof nudge, while the advertisement has a counter-productive effect when only a social proof nudge is present and the authority nudge absent. Also, when only a social proof nudge is present and people have high persuasion knowledge, the effect of the social proof nudge is considered low. This study and its findings provide new insights into the field of using online nudges. The results are beneficial for marketers in the festival industry and contradict with earlier literature, which suggested that social proof and authority both separately and collectively would affect purchase intention, product value and perceived importance. This study only states that using the principles of Cialdini ‘authority’ and ‘social proof’ are effective in achieving a higher perceived importance of earplugs. Therefore, when festival organizations are willing to inform people about the importance of wearing earplugs at festivals, marketers of festival organizations should include social proof nudges in combination with an authority nudge element. However, persuasion knowledge should be taken into account, given that the social proof nudge functions less in the presence of high persuasion knowledge.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:02 science and culture in general, 05 communication studies, 70 social sciences in general, 76 recreation, leisure
Programme:Communication Studies MSc (60713)
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