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Smart nudging: How cognitive technologies enable choice architectures for value co-creation

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  • Mele, Cristina
  • Russo Spena, Tiziana
  • Kaartemo, Valtteri
  • Marzullo, Maria Luisa

Abstract

People make decisions and take actions to improve their viability everyday, and they increasingly turn to artificial intelligence (AI) to assist with their decision making. Such trends suggest the need to determine how AI and other cognitive technologies affect value co-creation. An integrative framework, based on the service-dominant logic and nudge theory, conceptualizes smart nudging as uses of cognitive technologies to affect people’s behaviour predictably, without limiting their options or altering their economic incentives. Several choice architectures and nudges affect value co-creation, by (1) widening resource accessibility, (2) extending engagement, or (3) augmenting human actors’ agency. Although cognitive technologies are unlikely to engender smart outcomes alone, they enable designs of conditions and contexts that promote smart behaviours, by amplifying capacities for self-understanding, control, and action. This study offers a conceptualization of actors’ value co-creation prompted by AI-driven nudged choices, in terms of re-institutionalizing processes that affect agency and practices.

Suggested Citation

  • Mele, Cristina & Russo Spena, Tiziana & Kaartemo, Valtteri & Marzullo, Maria Luisa, 2021. "Smart nudging: How cognitive technologies enable choice architectures for value co-creation," Journal of Business Research, Elsevier, vol. 129(C), pages 949-960.
    • Handle: RePEc:eee:jbrese:v:129:y:2021:i:c:p:949-960
    DOI: 10.1016/j.jbusres.2020.09.004
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    1. Mele, Cristina & Tuominen, Tiina & Edvardsson, Bo & Reynoso, Javier, 2023. "Smart sensing technology and self-adjustment in service systems through value co-creation routine dynamics," Journal of Business Research, Elsevier, vol. 159(C).
    2. Aiolfi, Simone, 2023. "Green Digital Nudging and channel relationships," OSF Preprints 8wuzy, Center for Open Science.
    3. Mills, Stuart, 2022. "Finding the ‘nudge’ in hypernudge," Technology in Society, Elsevier, vol. 71(C).
    4. Léa Cauchard & Sara Laurent, 2021. "Le Nudge Peut-Il Soutenir La Perception D'Inclusion Numérique De L'Utilisateur ?," Post-Print hal-03544586, HAL.
    5. Laudien, Sven M. & Reuter, Ute & Sendra Garcia, Francisco Javier & Botella-Carrubi, Dolores, 2024. "Digital advancement and its effect on business model design: Qualitative-empirical insights," Technological Forecasting and Social Change, Elsevier, vol. 200(C).
    6. Gening Yang, 2024. "Knowledge Element Relationship and Value Co-Creation in the Innovation Ecosystem," Sustainability, MDPI, vol. 16(10), pages 1-24, May.

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