Experts state that digital platforms can directly influence the brain by presenting personalized advertisements based on users' browsing and shopping history, and frequently repeated advertisements on digital platforms can increase the likelihood of shopping by making a product or brand feel more familiar.
Assoc. Prof. Dr. Cihan Becan from the Faculty of Communication, Advertising Department, noted that deal advertisements, especially those shown with limited time or stock on digital platforms, can create a fear of ‘missing out on an opportunity’ in our brains, and this state of mind can accelerate our shopping decisions. He said, “It is up to the individual to gain digital awareness and develop conscious consumption habits to reduce the power of algorithms in shaping shopping decisions. We can reduce algorithm recommendations by updating privacy settings or disabling cookies.”
Assoc. Prof. Dr. Cihan Becan from Üsküdar Üniversitesi Faculty of Communication, Advertising Department, evaluated how advertisements on digital platforms shape shopping behavior.
Personalized Advertisements Based on User Browsing History Are Effective on the Brain
Addressing the views that advertisements on digital platforms control our brains regarding shopping, Assoc. Prof. Dr. Cihan Becan said, “The effect of advertisements on digital platforms on our brains has reached a remarkable dimension. We can say that many strategic methods are used to influence our brain's shopping decisions through the digital advertisements we are constantly exposed to. If we look at the ways we are influenced, they can be listed as follows. The first of these is the power of personalized content. Digital platforms can directly influence the brain by presenting personalized advertisements based on users' browsing and shopping history. These advertisements make our minds more sensitive to that product, increasing our likelihood of purchasing it.”
Deal Advertisements Can Create a Fear of 'Missing Out on an Opportunity' in Our Brains!
As a second factor, Assoc. Prof. Dr. Cihan Becan also noted that with repeated exposure, especially through personalized content, the brain begins to show more interest in things it sees repeatedly. He said, “Frequently repeated advertisements on digital platforms can increase our likelihood of shopping by making a product or brand feel more familiar. Another factor that can be mentioned is the fear of missing out (FOMO) on developments. People generally feel a constant desire to follow the exciting and glamorous lives of others through digital platforms. However, when they cannot fulfill this, it can lead to a state of anxiety. Therefore, deal advertisements, especially those shown with limited time or stock on digital platforms, can create a fear of 'missing out on an opportunity' in our brains. This state of mind can accelerate our shopping decisions.”
Products Advertised Through Influencers Make You Feel ‘Powerful’ or ‘Cool’
Assoc. Prof. Dr. Cihan Becan stated that advertisements on digital platforms can influence people by establishing an emotional connection rather than through rational messages. He said, “For example, a product advertised through social media influencers can send messages to our subconscious that it will make us feel 'powerful' or 'cool'. Consequently, a reward expectation is formed as a result of every shopping experience, whether conscious or unconscious, made by consumers. Most advertisements also trigger our brain's dopamine system, creating an expectation of reward. For instance, entertaining or surprising content can evoke positive feelings in our brains and increase our desire to shop.”
Previous Choices Turn into a Digital Footprint
Stating that people's digital shopping preferences can be influenced by many different factors, Assoc. Prof. Dr. Cihan Becan continued:
“First of all, when we enter a shopping process, the first area we look at on platforms is user reviews. We look for answers to questions in our minds, such as what they wrote about the product/service and what kind of experience they had. Besides that, we also wonder how many stars or points were given. That is, as humans, we are inevitably influenced by the experiences of others. High-rated products or positive user reviews strengthen the consumer's inclination to buy that product. Social proof increases consumer trust and positively influences their decisions. Our previous choices and search histories always turn into a digital footprint for brands behind us. Thanks to algorithms, personalized recommendations can be offered by considering users' previous preferences and search histories, making it easier for consumers to make decisions by directing them to products they are more interested in.”
Instant Discounts, Coupon Codes, or 'Buy Two Get One Free' Offers Are Enticing
Assoc. Prof. Dr. Cihan Becan also noted that price advantages play a significant role in digital shopping. He said, “Instant discounts, coupon codes, or 'buy two get one free' offers are strong elements that direct consumers to shop. Furthermore, additional advantages such as free shipping or a return guarantee can also influence choices. Of course, we cannot ignore the security aspect. Sites that are easy to navigate, fast, user-friendly, and also offer secure payment options positively affect consumers' shopping experience. The assurance provided regarding the security of personal information on digital platforms, and security measures for the protection of personal data such as credit card information, can influence shopping preferences. Although we, as consumers, claim to act rationally and logically, our mood can suddenly reveal the hidden self within us. In other words, our mood somehow betrays us in our shopping choices. When we feel stressed or unhappy, we may turn to comforting, entertaining, or rewarding products.”
Products We Think About Appear as Advertisements
Assoc. Prof. Dr. Cihan Becan stated that it has become quite normal today for products we think about to frequently appear as advertisements. He said, “This scenario we encounter is a result of digital marketing and data analytics strategies. Cookies and tracking technologies are very clearly used here. Websites and social media networks use cookies that track users' browsing habits within the site. What products we examined, added to the cart, or even just quickly glanced at are recorded. 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. This means that not only visiting a product-related site, but even liking or sharing product-related content, is analyzed by algorithms and ensures that relevant ads appear before us.”
Artificial Intelligence Prediction Systems Are Used
Assoc. Prof. Dr. Cihan Becan stated, “Recently, artificial intelligence prediction systems have been used to estimate products that users are likely to buy or be interested in.” He added the following:
“These systems can analyze our age, location, social environment, and previous shopping preferences to recommend products that appeal to people with similar profiles. If you have researched a product on your phone, it is also possible for advertisements related to the same product to appear on your computer or other devices. By synchronizing user profiles across devices, they can show you the most relevant advertisements. While such personalized advertisements may be unsettling for some users due to increased privacy concerns, they are a highly effective method for making advertisements more relevant.”
Algorithms Are Designed to Attract Interest and Direct Towards Shopping
Regarding how shopping preferences are determined, Assoc. Prof. Dr. Cihan Becan said, “Today, when determining shopping preferences, we act both according to our own desires and are influenced by algorithmic directions. Brands, by using algorithms, can become very successful in recommending products based on our personal interests by analyzing our past shopping habits and interactions. While this makes our lives easier on one hand, it also brings with it the power to influence our decisions. Individuals generally try to shop by comparing according to their own needs. For example, for products like clothes or electronic goods, we tend to decide based on needs for products we consider to be of high quality. At this stage, algorithms can also highlight products that may attract users' interest, which can make even an unnecessary product appealing. In other words, algorithms are designed to attract our interest and direct us towards shopping. Interesting recommendations can appear before us by analyzing behaviors such as where we spend our time, what we like, or which content we click on.”
We Can Reduce Algorithm Recommendations by Updating Privacy Settings
Assoc. Prof. Dr. Cihan Becan concluded by saying, “And we can suddenly find ourselves thinking about products we hadn't thought of before.”
“Ultimately, it is up to the individual to gain digital awareness and develop conscious consumption habits to reduce the power of algorithms in shaping shopping decisions. We can reduce algorithm recommendations by updating privacy settings or disabling cookies.”