DELEN – A Process Model for the Systematic Development of Legitimate Digital Nudges

Abstract

Digital nudging is a promising approach from behavioral economics. In decisions where individuals tend to struggle, nudges can support users of digital systems by aligning their behavior with their preferences. Despite their wide use, most digital nudges are designed to support the intended behavior from the perspective of a company while neglecting potential legal, ethical, or individual constraints or preferences. With modern technologies such as artificial intelligence or big data, these issues multiply and with the increasing effectiveness of digital nudges and use of new technologies, this has become even more critical. Thus, in this paper we follow a Design Science Research approach to develop a process model for the systematic development of legitimate nudges (DELEN). Legitimacy requires that dealings between different entities shall be fair. Unlike other models, we set normative boundaries derived from literature, expert interviews, and target group segmentation as integral elements. Target group segmentation increases nudge effectiveness and avoids unnecessary burdens for other individuals. By doing so, the DELEN process model paves the way for legitimate and effective digital nudges.