Scrolling, Clicking, Buying

Digital platforms fundamentally changed how consumers think, feel and act in today's marketplace. Integrative digital consumer psychology framework is developed from the following areas of study: Cognitive Psychology; Behavioural Economics; Social Psychology; Technology Acceptance Theory. This chapter also explores how the processes of attention, perception, memory, heuristics, emotional states, motivation, construction of identity, and others create a unique interaction between consumers and unique interfaces. The primary focus of this chapter is on the unique nature of the stimulus/organism/response relationship, and how the platform-specific cues can produce both cognitive and affective internal experiences, which will guide the consumer's decision-making process, and ultimately drive the consumer's behaviour to engage, purchase, share, or be loyal to. The chapter will also explore the challenges associated with trust, privacy, ethical perception, consumers vulnerability, and well-being, that are becoming increasingly present within today's data-driven market.