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The Effectiveness of Nudging in Commercial Settings and Impact on User Trust

Katner, K. and Jianu, R. ORCID: 0000-0002-5834-2658 (2019). The Effectiveness of Nudging in Commercial Settings and Impact on User Trust. Paper presented at the CHI 2019 ACM Conference on Human Factors in Computing Systems, 04 - 09 May 2019, Glasgow, UK.


Persuasive technologies and nudging are increasingly used to shape user behaviors in applications ranging from health and the environment to business. A thorough understanding of the effectiveness of nudges across different contexts and whether they affect user perception of a system is still lacking. We report the results of a controlled, quantitative study with 20 participants which focused on testing the effectiveness of three different nudges in an e-commerce environment and whether their use has an impact on participants’ trust. We found that products nudged via an anchoring effect were more frequently “bought” by participants, and that while participants deemed a store version implementing nudges and one which did not to be equally trustworthy, they perceived the former as technically inferior. Overall we found the effects of nudging to be less dominant than reported in previous studies.

Publication Type: Conference or Workshop Item (Paper)
Additional Information: ©Katner, K. and Jianu, R| ACM 2019 . This is the author's version of the work. It is posted here for your personal use. Not for redistribution. The definitive Version of Record will be published at ACM Digital Library,
Subjects: H Social Sciences > HD Industries. Land use. Labor
Q Science > QA Mathematics > QA75 Electronic computers. Computer science
Departments: School of Mathematics, Computer Science & Engineering > Computer Science > giCentre
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