It’S Not Me, It’S You: Awareness of Being Nudged Results in Oppositional Changes in Self-Perceptions

The growth in use of behavioral interventions, or nudges, has come with a parallel increase in consumer awareness of such tactics. Across four studies we demonstrate that awareness that one’s behavior has been nudged causes a backfire effect, wherein individuals’ self-perceptions shift in the opposite direction of the desired behavior.


Cory Haltman, Rebecca Reczek, and Cait Lamberton (2021) ,"It’S Not Me, It’S You: Awareness of Being Nudged Results in Oppositional Changes in Self-Perceptions", in NA - Advances in Consumer Research Volume 49, eds. Tonya Williams Bradford, Anat Keinan, and Matthew Matthew Thomson, Duluth, MN : Association for Consumer Research, Pages: 900-900.


Cory Haltman, The Ohio State University
Rebecca Reczek, The Ohio State University
Cait Lamberton, University of Pennsylvania


NA - Advances in Consumer Research Volume 49 | 2021

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