Press release from the Journal of Marketing:

Researchers from Temple University, Columbia University, and Baylor University have published a new paper. journal of marketing This article examines the effectiveness of adopting different options to guide digital consumer behavior and uncovers the underlying psychological mechanisms.

This research Journal of Marketing, It’s titled “Boosting App Adoption: Architectures of Choice Drive Consumer Mobile App Adoption” and is written by Crystal Reeck, Nathaniel A. Posner, Kellen Mrkva, and Eric J. Johnson.

Businesses spend over $75 billion annually on advertising designed to increase app downloads on smartphones. This is not surprising given that worldwide he has over 3.5 billion people using smartphones and over 200 billion apps are downloaded each year. In addition to advertising, companies use promotions and other incentives to encourage consumers to install apps and activate features.

Changing the way smartphone users interact with apps can have a significant impact on a company’s bottom line. A prime example is Apple’s recent opt-in policy. This policy requires apps to ask for permission before tracking or sharing a user’s activities with other apps. The change caused the percentage of users to allow tracking to plummet, wiping out revenue for app developers who rely on data tracking such as Facebook, which lost more than $12 billion to him after this policy change.

App adoption can affect a variety of outcomes. For example, launching a news app may increase visits to the corresponding news website, and adopting a physical activity app may provoke higher levels of physical activity. Features such as in-app purchases and premium upgrades generate direct revenue for businesses, but businesses can generate revenue from email address retrieval, location tracking, or other user data. In some cases, you may also need to enable app features for the app to function properly. For example, digital contact tracing apps often include three main features (contact notification, contact logging, Bluetooth, etc.) and these apps do not allow users to enable any of these features. does not work properly with

boost the consumer

How can managers encourage more consumers to fully adopt the app and its key features? We are investigating how this will affect how we operate, and how managers can facilitate this adoption. Through his seven experiments, the research team shows that several inexpensive techniques can increase the likelihood that users will enable important app features and complete app onboarding.

Reeck explains: Admins and app developers often want a smooth funnel from app download to full app enablement, so we’ve explored three techniques that can help you achieve this goal, and they’re: Explain the mechanisms underlying the impact of digital consumer behavior on digital consumer behavior. ” These techniques are:

• Adoption increases by consolidating multiple functional decisions into a single choice rather than isolating them. This finding is consistent with the idea that presenting discrete decisions highlights the risks involved, thereby reducing the likelihood of installing an app.

• Changing the colors to match the colors commonly found in today’s digital interfaces seems to increase adoption. For example, blue is commonly used for “Continue” buttons, so users are more likely to choose blue over gray buttons during installation.

• Expressing the option as if it will be executed (saying “Continue” rather than “Continue without enabling”) increases the likelihood that the feature will be accepted during installation.

small change, big effect

“App developers, user experience teams, and other industry experts say that the inability to enable app features is a major problem. There are important features like location tracking and other privacy features that need to be enabled on the device,” Posner says. Other consumer actions such as accepting cookies, initiating subscriptions, signing up for vaccinations, etc. on websites also include many steps and choices that can be integrated to increase uptake. “The impact of these small changes can impact consumer privacy, customer relationship management, regulation, and influence many types of decision-making,” adds Mrkva.

This research examines these effects across different types of apps, including COVID-19 contact notification apps, health and fitness apps, and job search contexts. These contexts are used for the following reasons:

• These represent situations where the interests of businesses and consumers are largely aligned, and both benefit from app installs.

• Contact notification software is timely and relevant to multiple stakeholders during the COVID-19 pandemic.

• These are situations where the installation benefits society as a whole, not just businesses and consumers.

Mr Johnson said: For example, the Federal Trade Commission recommends that subscription sign-ups must be transparent and easy to cancel to address “sludge,” i.e., where the design is intended to exploit consumers. issued new guidance that it should not. Government agencies in the United States and Europe have documented cases where digital practices encourage behavior that can harm consumers, or make one choice much more difficult than another (e.g. : enable or disable cookies). This research documents the effectiveness of adopting different options to guide digital consumer behavior and uncovers the underlying psychological mechanisms.

Full article and author contact information is available at https://doi.org/10.1177/00222429221141066.

regarding journal of marketing

of journal of marketing Develop and disseminate knowledge on real-world marketing questions that serve academics, educators, administrators, policy makers, consumers, and other social stakeholders around the world. Published by the American Marketing Association since its founding in 1936, JM It has played a key role in shaping the content and boundaries of the marketing arena. Shrihari (Hari) Sridhar (Joe Foster ’56 Chair in Business Leadership, Mays Business School, Texas A&M University Professor of Marketing) is the current Editor-in-Chief.
https://www.ama.org/jm

About the American Marketing Association (AMA)

The world’s largest chapter-based marketing association, the AMA is trusted by marketing and sales professionals to help discover what’s next in the industry. The AMA has communities of chapters in more than 70 cities and 350 college campuses in North America. The AMA is home to award-winning content, PCM® professional certifications, leading academic journals, and industry-leading training events and conferences.
https://www.ama.org

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