Consumer Psychology in the Digital Era

Abstract

The digital era has transformed how consumers relate to products and brands. Consumer evaluation now extends beyond physical attributes and price to include digital experience, brand storytelling and social interaction on online platforms. Short form content, live streaming, user reviews and social recommendation shape perception, emotional memory and trust that together influence purchase decisions. Psychologically the decision process brings together rational appraisal and affective response. Ease of platform use, social proof and authentic narratives reduce doubt and strengthen emotional attachment. Features such as live shopping and personalized recommendations accelerate choice and make consumption more spontaneous. Practical implications call for designing digital experiences that protect consumer wellbeing and ensure transparency in personalization. Further research that captures temporal dynamics and cultural context is needed to reveal how emotional, cognitive and social factors interact within a rapidly changing digital ecosystem. Such research will aid development of practical guidelines that are responsible and centered on human dignity and privacy.