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The Paradox of Choice in the Age of AI: How Infinite Options and Intelligent Systems Shape Consumer Decisions

The Paradox of Choice in the Age of AI: How Infinite Options and Intelligent Systems Shape Consumer Decisions
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Author(s): Elif Ulker-Demirel (University of Massachusetts Amherst, USA & Trakya University, Turkey)
Copyright: 2026
Pages: 28
Source title: Insights on Consumer Psychology in the Digital Landscape
Source Author(s)/Editor(s): Kamel Mouloudj (University of Medea, Algeria)and Ahmed Chemseddine Bouarar (University of Medea, Algeria)
DOI: 10.4018/979-8-3373-2424-1.ch009

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Abstract

This chapter explores how choice overload and information overload—amplified by algorithmic personalization, persuasive user experience (UX) design, and digital abundance—reshape consumer behavior in online environments. Drawing on theories of cognitive load, mental shortcuts (heuristics), and Dual System Thinking, it examines how emotional triggers such as fear of missing out (FoMO), scarcity, and urgency interact with digital design to influence impulsive decision-making. The chapter also considers coping strategies adopted by consumers, including filtering tools and digital self-regulation, and reflects on the ethical and psychological challenges posed by artificial intelligence (AI)-driven personalization. It concludes by outlining future research directions, particularly on how these dynamics impact decision quality and digital well-being across diverse user profiles.

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