From Choice to Change? The Consequences of Disclosed Nudges on Decision Perceptions

Digital nudging is recognized as a subtle yet powerful tool for promoting sustainable decision-making, although its ethical implications remain controversial in academia. This study, grounded in nudging theory and Parker et al.'s (2016) nomological framework of decision perception, explores the mechanisms of post-decision-pre-outcome perceptions and empirically tests how different nudging interventions impact autonomy and choice perceptions. Employing a randomized, quasi-experimental design with 970 participants, this study compares non-nudging, undisclosed, and disclosed nudging strategies. Through contingency analysis, ANOVA, and structural equation modeling, it identifies differences between groups and examines effects on decision comfort, confidence, satisfaction, conflict, and satisfaction with the vendor. The findings reveal nuanced effects of nudging disclosure and concealment, demonstrating variations in decision processes across scenarios. These results reveal the complex interplay between undisclosed and disclosed nudging effects, enriching IS and consumer research, nudging theories, and offering practical insights for sustainable practices aligned with business objectives and consumer autonomy.