Are Algorithms Controlling Your Shopping Choices?
Discover how digital algorithms shape your shopping decisions. Learn from Dr. Cihan Becan about personalized ads, FOMO tactics, and ways to regain control over your online habits.
Editors 
Are Algorithms Controlling Your Shopping Choices?
The Invisible Hand of Digital Algorithms in Shopping Decisions
November 2024
In the fast-evolving digital marketplace, algorithms are becoming the silent decision-makers behind your shopping habits. From personalized ads to FOMO-driven sales tactics, these invisible forces are shaping consumer behavior. Associate Professor Cihan Becan from Üsküdar University sheds light on how these digital strategies work and what consumers can do to regain control.
How Digital Ads Influence the Brain
“Digital platforms have mastered the art of persuasion through personalized content,” says Dr. Becan. He explains that by analyzing browsing and purchase histories, platforms tailor ads that resonate with individual users. These personalized ads don’t just suggest products—they create emotional triggers that make consumers more likely to buy.
Key factors include:
- Repetition: Ads that appear frequently make products feel more familiar and trustworthy.
- Fear of Missing Out (FOMO): Limited-time offers or low-stock warnings create urgency, pushing users to act quickly.
- Emotional Appeal: Ads promoted by influencers or social media figures often promise intangible benefits like feeling "powerful" or "cool."
The Role of Digital Footprints
Every click, search, or purchase leaves a digital trace. According to Dr. Becan, algorithms analyze these footprints to predict and influence future decisions.
“From reading product reviews to checking star ratings, consumers are heavily influenced by social proof,” he says. “High ratings and positive reviews build trust, making users more likely to choose those products.”
AI-driven recommendation systems go a step further by synchronizing user profiles across devices, ensuring targeted ads follow consumers everywhere—from phones to laptops.
Can You Outsmart the Algorithms?
While algorithms are designed to make shopping convenient, they also challenge consumer autonomy. Dr. Becan offers tips to reduce their influence:
- Update Privacy Settings: Disable cookies or limit data sharing to reduce personalized ad exposure.
- Practice Digital Awareness: Reflect on actual needs before making a purchase.
- Choose Secure Platforms: Opt for websites that prioritize user data protection.
The Power of Awareness
Dr. Becan emphasizes that understanding how algorithms work is the first step to making informed decisions. “By staying vigilant and practicing conscious consumerism, individuals can regain control over their shopping habits,” he concludes.
