Leading elements such as “Best Sellers”, “Most Popular”, “Especially for You”, “Phenomenon Preferences”, “Trending Now”, “Our Picks for You” on social media phenomena and e-commerce platforms significantly change the consumer's decision-making process.
The simultaneous visibility of thousands of very similar alternatives in the digital market theoretically offers consumers more freedom, but in practice makes the decision-making process more difficult.
Prof. Dr. Kıvanç Nazlım Tüzel Uraltaş said that the algorithms developed by social media and e-commerce platforms actively intervene in the decision-making process with the aim of preventing the consumer from getting lost between options.
Uraltaş emphasized that the consumer who believes that he is making a free choice actually often chooses between filtered and prioritized options, thereby turning away from rational shopping:
“At this point, social media influencers, in contrast to traditional advertising faces, act as 'close reference sources' who are perceived as more sincere and reliable. The coffee machine that the influencer uses, the robot vacuum cleaner that he recommends or the cosmetic product that he shows in his daily life can be more effective for the consumer than the advertising. Because here it is not the brand that comes into play, but the feeling that someone like me is using it. Especially in phenomena in which a 'parasocial relationship' arises, the consumer may be inclined to buy that.” The influencer's lifestyle, rather than the product's technical features, is therefore shaped by social identification rather than rational comparison.
In addition, expressions on e-commerce platforms such as “Best Seller”, “500 units sold in the last 24 hours”, “27 people are currently watching”, “Recommended for you”, “Special offer for you” are strong social proof and scarcity mechanisms. The consumer assumes that the best-selling product is good and believes that the option preferred by others is safe. Particularly in categories where product variety is increasing rapidly, people try to reduce their cognitive load by referring to other people's choices rather than making technical comparisons. For this reason, the “most popular” label is often perceived as an indicator of quality. However, this popularity can sometimes be due to advertising budgets, algorithmic visibility or discount strategies.”
Decision fatigue causes people to make quick but incorrect decisions
Prof. Dr. Uraltaş explained that redirects create a multi-layered effect that creates, supposedly solves and reproduces the problem of choice overload caused by the excess of options.
Explaining that this situation, on the one hand, makes decision-making easier by making a few suggestions among thousands of products, and on the other hand, increases distraction with constantly new suggestions, personalized lists, influencer recommendations and trending tags, Uraltaş added: “The consumer asks: 'Which one should I buy?'” While we get rid of the question, this time “What if there is something better?”, “Phenomenon bought this”, “This is the best seller, but is it suitable for me?” He begins to experience new dilemmas, such as: “This increases decision fatigue in other ways instead of decreasing it.” he said.
Uraltaş stated that when decision fatigue increases, individuals generally resort to quick decision-making methods and that this situation causes the consumer to deviate from rational and functional advantages and purchase according to instructions.
Prof. Dr. Uraltaş said:
“Instead of doing detailed research, the consumer resorts to patterns like 'The bestseller is good, the one with the most comments is safe, it's useful when used by a social media influencer, it shouldn't be overlooked when it's on sale.'” These patterns are a kind of shortcut to relieving mental fatigue. Although these shortcuts save time, they often encourage less rational purchasing behavior. The focus can be on the suitability of the product for real needs, the price-performance ratio or the long-term use value. Purchasing decisions thus become guided mental templates instead of analyses. In addition, “personalization statements such as ‘specially for you’ create a feeling in the consumer that the system understands them.” However, most of the time these suggestions are based on past clicks, similar user behavior or sponsored placements. However, consumers may perceive the suggestions offered to them as objective advice, which increases the power of platforms to control purchasing behavior.”
Consumers make decisions in a designed choice environment
Pointing out that in the modern digital market, the consumer makes decisions not only between products, but also in a decision-making environment characterized by algorithms and social recognition of phenomena, Uraltaş said:
“Although social media phenomena and guidance elements in e-commerce platforms appear to be auxiliary tools that guide the consumer in the increasing variety of products, they are also powerful marketing mechanisms that shape the decision-making process. While these systems reduce the consumer's fears of uncertainty, they can lead him to make faster, but often less analytical and less rational decisions. In the modern digital market, the consumer no longer just chooses a product, but he decides within a selection environment driven by algorithms, social proof and influential personalities.”
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