Digital Nudging and Cookie Rejection: An Experiment

Luca Congiu (), Ivan Moscati () and Matteo Scacchi ()
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Luca Congiu: Tor Vergata University of Rome
Ivan Moscati: University of Insubria
Matteo Scacchi: University of Insubria

Italian Economic Journal: A Continuation of Rivista Italiana degli Economisti and Giornale degli Economisti, 2025, vol. 11, issue 1, No 15, 458 pages

Abstract: Abstract When browsing the Internet, web users tend to accept all cookies even though this may threaten their online security. We apply a salience nudge and a framing nudge to the design of a cookie banner and test their individual and combined effectiveness in fostering rejection of unnecessary cookies in an online experiment (N = 358). The salience nudge makes the rejection button more visible, and the framing nudge phrases button labels as negations. Compared to the control with no nudges, which elicited a rejection rate of 27%, the salience nudge increased rejection rate by 7 percentage points (but p = 0.305), the framing nudge by 18 pp (p = 0.009), and the combination of the two by 53 pp (p

Keywords: Cookies; Online Security; Nudge; Salience; Framing; Personality traits (search for similar items in EconPapers)
JEL-codes: D18 D91 M31 M38 (search for similar items in EconPapers)
Date: 2025
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DOI: 10.1007/s40797-024-00268-4

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