Keywords
digital nudging
behavioral advertising
digital advertising
social media
cognitive biases
Abstract
The current advertising saturation and the loss of effectiveness of digital campaigns opens an opportunity to incorporate principles of behavioural economics into segmentation strategies and advertising messages. This article offers a literature review on the application of behavioural sciences to advertising in digital environments, both from the theoretical body of behavioural economics and from social psychology and advertising communication. This article analyses the different concepts used to discuss behavioural personalisation in the advertising environment and examines the different theoretical models applied in both disciplines. It also reviews cases of business application by Google, BBVA and Ogilvy. The integration of behavioural economics into the segmentation and creative design of social media advertisements is a promising path towards more efficient and relevant advertising.
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