A Nudge Psychology Perspective on Digital Marketing and Communication - Learning From the Nigerian Scam

Neuhaus T (2021)
In: Innovative Perspectives on Corporate Communication in the Global World. Olvera-Lobo MD, Gutiérrez-Artacho J, Rivera-Trigueros I, Díaz-Millón M (Eds); Advances in Linguistics and Communication Studies. Hershey, PA: IGI Global: 122-140.

Sammelwerksbeitrag | Veröffentlicht | Englisch
 
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Herausgeber*in
Olvera-Lobo, María Dolores; Gutiérrez-Artacho, Juncal; Rivera-Trigueros, Irene; Díaz-Millón, Mar
Abstract / Bemerkung
The Nigerian scam is widely regarded as a joke among digital natives. However, forms and variations of the Nigerian scam have been successful since the 16th century and continue to be so, even in the 21st century. The longevity of the scam hints at the exploitation of very basic human processes. Therefore, this chapter tries to analyze these processes from a psychological standpoint trying to derive principles for effective online communication. The different phases of the scam—from the creation of the target group until the final contact—are analyzed from psychology of persuasion as well as behavior economics standpoints—subsumed under the label of “nudging”—trying to identify the settings, scenarios, framings, and signals which make the scam one of the most successful scams in history. In the final section, it will be attempted to transfer the insights from the Nigerian scam to legit online marketing and corporate communication.
Erscheinungsjahr
2021
Buchtitel
Innovative Perspectives on Corporate Communication in the Global World
Serientitel
Advances in Linguistics and Communication Studies
Seite(n)
122-140
ISBN
978-1-7998-6799-9
eISBN
978-1-79986-801-9
Page URI
https://pub.uni-bielefeld.de/record/2962378

Zitieren

Neuhaus T. A Nudge Psychology Perspective on Digital Marketing and Communication - Learning From the Nigerian Scam. In: Olvera-Lobo MD, Gutiérrez-Artacho J, Rivera-Trigueros I, Díaz-Millón M, eds. Innovative Perspectives on Corporate Communication in the Global World. Advances in Linguistics and Communication Studies. Hershey, PA: IGI Global; 2021: 122-140.
Neuhaus, T. (2021). A Nudge Psychology Perspective on Digital Marketing and Communication - Learning From the Nigerian Scam. In M. D. Olvera-Lobo, J. Gutiérrez-Artacho, I. Rivera-Trigueros, & M. Díaz-Millón (Eds.), Advances in Linguistics and Communication Studies. Innovative Perspectives on Corporate Communication in the Global World (pp. 122-140). Hershey, PA: IGI Global. https://doi.org/10.4018/978-1-7998-6799-9.ch007
Neuhaus, T. (2021). “A Nudge Psychology Perspective on Digital Marketing and Communication - Learning From the Nigerian Scam” in Innovative Perspectives on Corporate Communication in the Global World, Olvera-Lobo, M. D., Gutiérrez-Artacho, J., Rivera-Trigueros, I., and Díaz-Millón, M. eds. Advances in Linguistics and Communication Studies (Hershey, PA: IGI Global), 122-140.
Neuhaus, T., 2021. A Nudge Psychology Perspective on Digital Marketing and Communication - Learning From the Nigerian Scam. In M. D. Olvera-Lobo, et al., eds. Innovative Perspectives on Corporate Communication in the Global World. Advances in Linguistics and Communication Studies. Hershey, PA: IGI Global, pp. 122-140.
T. Neuhaus, “A Nudge Psychology Perspective on Digital Marketing and Communication - Learning From the Nigerian Scam”, Innovative Perspectives on Corporate Communication in the Global World, M.D. Olvera-Lobo, et al., eds., Advances in Linguistics and Communication Studies, Hershey, PA: IGI Global, 2021, pp.122-140.
Neuhaus, T.: A Nudge Psychology Perspective on Digital Marketing and Communication - Learning From the Nigerian Scam. In: Olvera-Lobo, M.D., Gutiérrez-Artacho, J., Rivera-Trigueros, I., and Díaz-Millón, M. (eds.) Innovative Perspectives on Corporate Communication in the Global World. Advances in Linguistics and Communication Studies. p. 122-140. IGI Global, Hershey, PA (2021).
Neuhaus, Till. “A Nudge Psychology Perspective on Digital Marketing and Communication - Learning From the Nigerian Scam”. Innovative Perspectives on Corporate Communication in the Global World. Ed. María Dolores Olvera-Lobo, Juncal Gutiérrez-Artacho, Irene Rivera-Trigueros, and Mar Díaz-Millón. Hershey, PA: IGI Global, 2021. Advances in Linguistics and Communication Studies. 122-140.

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