Beyond Nudging - Boosting Insurance Consumer Decision-Making Through Gamificiation
Type
conference paper
Date Issued
2018-09-13
Author(s)
Abstract (De)
Industries such as financial services see drastically lacking consumer knowledge, leading to far from optimal decision-making. A libertarian paternalistic answer is to nudge people towards what the sender perceives as better choices, however there are significant limitations to the nudging methodology.
We propose to enable or “boost” consumers by giving them crucial context-specific information just before they need to make a choice. Confronting the unwillingness of consumers to spend significant amounts of time learning about financial services, we suggest to enhance such a boosting approach by including game design elements in relevant customer journey stages.
We propose to enable or “boost” consumers by giving them crucial context-specific information just before they need to make a choice. Confronting the unwillingness of consumers to spend significant amounts of time learning about financial services, we suggest to enhance such a boosting approach by including game design elements in relevant customer journey stages.
Language
English
HSG Classification
contribution to scientific community
Event Title
4th International Conference of Marketing in Insurance (ICMI 2018)
Event Location
Bournemouth, UK
Subject(s)
Division(s)
Eprints ID
255090