Abstract:
Research on the effects of nudging as a tool to influence tax compliance has provided limited and sometimes inconclusive
empirical evidence. Using a mixed methods research design, this study examines the impact of reciprocity nudges (in the form
of television advertisements) on taxpayer compliance in South Africa.
Our results show a statistically significant association between exposure to a reciprocity nudge and tax compliance provided
that the nudge message contains specified structural and content attributes. It also establishes, inter alia, that the timing of the
nudge may not be influential. The study extends the current knowledge of how insights from behavioural economics can be
incorporated to assist in influencing tax compliance, particularly in a developing country setting.
