Decision Fatigue in Digital Promotions: Micro-Choice Effects on Consumer Behavior of Young Working Professionals
DOI:
https://doi.org/10.54536/ajebi.v5i2.7571Keywords:
Consumer Behavior, Decision Fatigue, Digital Promotions, Micro-Choices, Purchase Decision-MakingAbstract
This study examined how decision fatigue caused by having too many choices in digital marketing promotions affects the purchasing behavior and purchase decision-making of young working professionals. It also examined how different promotional strategies affect consumers’ decisions and their satisfaction after buying. The study aimed to better understand how exposure to multiple options in digital platforms influences consumers’ ability to make decisions and their overall shopping experience. The data for this study were collected through an online survey of 100 young working professionals in Qatar who regularly shop online. The survey asked about their experiences with digital promotions, such as discounts, personalized recommendations, and offers. Respondents shared how these promotions influenced their buying behavior. The responses were then analyzed using the mean and standard deviation to better understand the overall trends in the data. The results showed that most respondents agreed that digital promotions influence their purchasing behavior. Many participants reported that these promotions encouraged them to make purchases and improved their overall shopping experience. However, the findings also revealed that being exposed to too many options and promotional messages made it more difficult for some respondents to decide. This often resulted in confusion, hesitation, and delays in making purchasing decisions. Overall, digital promotions can make shopping easier, but too many choices can also make it harder to decide. These findings suggest that simpler and more organized promotional strategies can help consumers make clearer, faster, and more confident purchasing decisions. This also highlights the importance of presenting information in a way that reduces confusion and supports better decision-making.
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Copyright (c) 2026 Bacay, Erika F., Carlos, Aliyah Corrine V., Ignacio, Johrod Miguel A., Labarda, Ma. Fritzlyn Joice D., Soberano, Stephen Rye D.G., Aquino, Arabella A.
This work is licensed under a Creative Commons Attribution 4.0 International License.
