Využití nudgingu v marketingu zdravého životního stylu a fitness

Abstract

This bachelor thesis focuses on the use of nudging, that is, subtle prompting, in the marketing of healthy lifestyle and fitness. The aim of the thesis was to determine whether and how different types of nudging interventions influence exercise habits and consumer preferences when choosing fitness products, and whether the effectiveness of these nudges varies depending on awareness of the nudging principle. The research was conducted in the form of a quantitative questionnaire survey comparing responses from informed and uninformed groups of respondents. The results indicate that most nudging techniques support desirable behavior; however, awareness of the influencing attempt may have triggered a defensive reaction in some respondents and reduced the effectiveness of the intervention. The thesis offers specific suggestions for how to apply nudging in marketing in a way that respects ethical principles and is effective across different target groups.