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

Author(s)	Ms. Aparna Sachin Kanchan
Country	India
Abstract	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.
Keywords	Digital Consumer Behaviour, Online Decision-Making, Digital Nudging & Choice Architecture, AI-Driven Personalisation, Social Media Influence (eWOM), Omnichannel & Phygital Journeys, Behavioural Decision Models
Published In	Volume 8, Issue 1, January-February 2026
Published On	2026-01-05
DOI	https://doi.org/10.36948/ijfmr.2026.v08i01.65702
Short DOI	https://doi.org/

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International Journal For Multidisciplinary Research