Overview
Nudges accompany us in our everyday lives. A nudge is a gentle or subtle request that encourages people to make a certain decision or exhibit a certain behavior, often through small changes in their environment.
In the context of advertising and marketing communication (MaCo), nudges can be implemented in text, images or voice. Research supports the observations from MaCo practice that different nudges appeal to customers differently depending on their personality. Users create more secure passwords when they receive a personality-based nudge (Guo et al. 2020). The personality of students and medical staff influences the effectiveness of nudges intended to motivate the use of learning resources. Personality was measured using the "Big Five" concept (Cardenas Canto et al. 2024).
In industry, information about customers' personalities is often lacking. If this information is obtained, it is often through time-consuming and costly surveys. Technological developments show that personality can be recognized in text (e.g., Kerz et al. 2022). Generative AI and large language models (LLM) present new methodological approaches (e.g., Molchanova & Olshevskaya 2024).
Although nudge mechanisms are used in marketing, personalization is rarely done in Switzerland, and when it does occur, it is experience- or data-based. A systematic link between nudge mechanisms and customer segments based on personality does not currently exist. Märkiting aims to exploit this opportunity by a) having an empirically supported concept and b) knowing how personality information can be generated synthetically. This enables Märkiting to work more efficiently, reduce costs, and create a competitive advantage. Furthermore, Märkiting can expand its product portfolio.
