Consumer Decision-Making in the Digital Age: A Literature Review

This literature review examines the transformation of consumer decision-making from traditional linear models to dynamic, iterative processes shaped by digital technologies. It identifies four pivotal shifts: the move toward continuous digital exploration, the application of behavioral nudging and choice architecture, the rise of AI-driven personalization, and the impact of omnichannel social influence. The review concludes that modern consumer behavior is a product of a complex socio-technical ecosystem rather than isolated cognitive acts. To address existing research gaps regarding cultural nuances and persuasive ethics, the study advocates for the development of integrated, context-aware models to better understand the contemporary digital consumer.