Nudge marketing: literature review and bibliometric analysis

Abstract

Nudge theory has had a huge impact on behavior change literature, it has been used in numerous interventions in a wide range of fields. This had led to several variations including nudge marketing. However, there are still few studies on nudge marketing and what it actually represents. The following paper seeks to analyze, review and through this understand the nudge theory by presenting its principles and tools while positioning it in comparison to other methods of behavior change through a literature review combined with a bibliometric analysis. We aim to give a somewhat new definition of nudge marketing using the contributions of behavioral economics and social marketing.