Algorithms guide shopping!

Experts say that digital platforms can have a direct effect on the brain by offering personalized ads according to users' browsing and shopping history, and that frequently repeated advertisements on digital platforms can increase the likelihood of shopping because they make a product or brand feel more familiar.

Noting that opportunity advertisements shown on digital platforms, especially with limited time or stock, can create a fear of 'missing an opportunity' in our brains and that this mood can accelerate our shopping decisions, Assoc. Prof. Cihan Becan from the Department of Advertising of the Faculty of Communication stated that "It is up to the individual to gain digital awareness and develop conscious consumption habits in order to reduce the power of algorithms to shape shopping decisions. We can reduce the algorithms' recommendations by updating privacy settings or disabling cookies."

Üsküdar University, Faculty of Communication, Department of Advertising, Assoc. Prof. Cihan Becan evaluated how advertisements on digital platforms shape shopping.

Personalized ads based on users' browsing history have an impact on the brain

Discussing the views that advertisements on digital platforms control our brains in shopping, Assoc. Prof. Cihan Becan stated that "The effect of advertisements on digital platforms on our brains has reached a remarkable dimension. Through the digital advertisements we are constantly exposed to, we can say that many strategic methods are used to influence our brain's shopping decisions. Well, if we look at the ways in which we are affected, it is possible to list them as follows. As the first of these, the power of personalized content can be mentioned. Digital platforms can have a direct impact on the brain by offering personalized ads based on users' browsing and shopping history. These ads make our minds more sensitive to that product, making us more likely to buy."

Opportunity advertisements can create a fear of 'missing out on an opportunity' in our brains!

Noting that as a second factor, the brain starts to be more interested in what it sees over and over again, especially with repeated exposure to personalized content, Assoc. Prof. Cihan Becan said that "Frequently repeated advertisements on digital platforms can increase our likelihood of shopping because they make a product or brand feel more familiar. Another factor is the fear of missing out (FOMO). People often feel the urge to constantly follow through digital platforms for the exciting and glorious lives of others. However, when they fail to fulfill this, it leads to a state of anxiety. Therefore, opportunity advertisements shown on digital platforms, especially with limited time or stock, can create a fear of 'missing an opportunity' in our brains. This state of mind can speed up our shopping decisions."

Products advertised through influencers feel 'powerful' or 'cool'

Stating that advertisements on digital platforms can affect people by establishing an emotional bond rather than rational messages, Assoc. Prof. Cihan Becan expressed that "For example, a product advertised through social media influencers can send messages to our subconscious that it will make us feel 'strong' or 'cool'. As a result, there is an expectation of reward as a result of every shopping experience that consumers make, whether voluntary or involuntary. Most advertisements also trigger our brain's dopamine system, creating an expectation of reward. For example, fun or surprising content can evoke positive feelings in our brains and increase our desire to shop."

Choices made before turn into a digital footprint

Stating that people's digital shopping preferences can be affected by many different factors, Assoc. Prof. Cihan Becan continued his remarks as follows: "First of all, when we enter a shopping process, the first area we look at on the platforms is user comments. We look for answers to the questions in our minds, such as what they wrote about the product/service and what kind of experience they had. We also wonder how many stars or ratings have been given to it. In other words, as humans, we are inevitably influenced by the experiences of others. High-rated products or positive user reviews reinforce the consumer's inclination to buy that product. Social proof positively influences consumer decisions by increasing their trust. The choices we have made before, our search histories always turn into a digital footprint for brands behind us. Thanks to the algorithms, personalized suggestions can be offered by taking into account the previous preferences and search histories of the users, and it can make it easier for the consumer to make decisions by directing them to the products they are more interested in."

Deals like instant discounts, coupon codes, or 'buy two, pay one' are tempting

Noting that price advantages play a major role in digital shopping, Assoc. Prof. Cihan Becan said that "Opportunities such as instant discounts, coupon codes or 'buy two and pay one' are powerful factors that direct consumers to shopping. In addition, additional benefits such as free shipping or a return guarantee can also influence preferences. Of course, we cannot ignore the security side of the business. Sites that are easy to navigate, fast and user-friendly, as well as offer secure payment options, positively affect the shopping experience of consumers. Security measures for the protection of personal data such as assurance about the security of personal information on digital platforms and credit card information may affect shopping preferences. Although we, as consumers, claim to act rationally and logically, our mood suddenly reveals the hidden self within us. In other words, our mood somehow betrays us in shopping preferences. When we are feeling stressed or down, we can turn to products that are relaxing, fun, or rewarding."

The products we think of appear as advertisements

Stating that it has become quite normal today that the products we consider frequently appear as advertisements, Assoc. Prof. Cihan Becan said that "This picture we encounter is a result of digital marketing and data analytics strategies. Cookies and tracking technologies are clearly used here. Websites and social networks use cookies that track users' browsing habits within the site. It is recorded which products we have viewed, added to the cart, or even just a quick browse. This information allows advertisers to show us the most relevant products. Social media platforms and e-commerce sites personalize ad recommendations based on users' past searches, interactions, and behaviors. In other words, not only when we visit a product-related site, but even if we like or share product-related content, it is analyzed by algorithms and ensures that relevant ads appear in front of us."

Artificial intelligence prediction systems are used

Stating that "Recently, artificial intelligence prediction systems have been used to predict the products that users are likely to buy or be interested in," Assoc. Prof.Cihan Becan made the following remarks:

"By analysing our age, location, social environment and previous shopping preferences, these systems can also recommend products that are of interest to people with similar profiles. If you have researched a product on your phone, it is possible that ads for the same product will appear on your computer or other devices. It can show you the most relevant ads by syncing user profiles across devices. This type of personalized advertising may be offensive to some users because it can increase privacy anxiety, but it is a very effective way to make ads more relevant."

Algorithms are designed to attract attention and lead to shopping

Regarding how shopping preferences are determined, Assoc. Prof. Dr. Cihan Becan stated that "Today, when determining shopping preferences, we both act on our own wishes and are affected by the directions of algorithms. By using algorithms, brands can be very successful in recommending products according to our personal interests by analyzing our past shopping habits and interactions. While this makes our lives easier, it also brings with it the power to influence our decisions. Individuals often try to shop by comparing according to their own needs. For example, in products such as clothes or electronics, we tend to decide on products that we consider to be of good quality based on need. At this stage, algorithms can also highlight products that may attract the attention of users, which can make even a product that is not needed attractive. That is, algorithms are designed in such a way that they can capture our interest and lead us to shopping. Behaviors such as where we spend time, what we like or what content we click on can be analyzed and interesting suggestions can be obtained."

By updating privacy settings, we can reduce algorithms' recommendations

Expressing that "We can also find products that we do not think of ourselves while thinking about them at once," Assoc. Prof. Cihan Becan concluded his remarks as follows: "After all, it is up to the individual to gain digital awareness and develop conscious consumption habits in order to reduce the power of algorithms to shape shopping decisions. We can reduce algorithms' recommendations by updating privacy settings or disabling cookies."

Üsküdar News Agency (ÜNA)