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The Impact of the Priming Effect on Consumer Behavior through Video Content: The Case of an Education Company.

Student: Kuzmina Anastasiya

Supervisor: Anna Daviy

Faculty: St.Petersburg School of Economics and Management

Educational Programme: Management (Bachelor)

Final Grade: 9

Year of Graduation: 2019

With the development of Internet technologies, the world is moving into the era of digitalization. The e-commerce market is evolving, and individuals are increasingly making purchases using websites and applications. Competition among companies is growing and provokes an increase in the amount of advertising on the Internet. However, the usual advertising loses its effectiveness and scientists are creating new methods of influence on consumer choice. This paper examines one of the new methods of behavioral economics, which is called Digital Nudging. This concept includes various psychological effects that can affect consumers behavior. This paper explores the priming effect and its impact on the company's performance using the example of an educational company in St. Petersburg. The purpose of the paper is to identify the impact of video content with the priming effect on the decision of the customer to leave their contact information. The study includes an experiment involving a control group and an experimental group to which the priming effect in form of a video will be applied. The result of the experiment has shown an two-times increase in the visitor-lead conversion in the experimental group (24% conversion rate) compared to the control group (12% conversion rate). As a result, the research shows the level of effectiveness of the priming effect, which can be useful for companies who want to become more competitive on the market through the use of new methods of marketing and advertising. Keywords: Advertising, Digital Nudging, Behavioral Economics, Priming Effect.

Full text (added May 27, 2019)

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