University of Twente Student Theses


Nudging Decision-Making for Purchasing Secure Domestic IoT : Labels and Framing Effects

Walterscheid, M.K. (2022) Nudging Decision-Making for Purchasing Secure Domestic IoT : Labels and Framing Effects.

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Abstract:The domestic Internet of Things market is flooded with unsafe devices and there is little information available to differentiate them from safe ones. Still, the demand for domestic IoT rises as they increasingly get more affordable and convenient. This study aimed to find effective ways to affect decision-making of consumers in order to nudge them into purchasing safe devices. Multiple smart speaker labels were created and presented to participants to test the potential effects of differences in framing (positive vs. negative), security degree information (high vs. low) and label type (graded format vs. informative format) on purchase intention. Findings indicate positive significant effects for framing, security degree and initial attitudes on purchase intention but not for label type, as well as a positive interaction between initial attitudes and framing. Additional exploratory research found a positive and significant interaction effect between initial attitudes and security degree. Overall, information on security degree and framing can be used to nudge people to purchase safe smart devices.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:77 psychology
Programme:Psychology MSc (66604)
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