Consumer Decisions: A debate on how stimuli, biases, and environmental design shape consumer behavior

Abstract

How free can one truly be when making decisions as a customer?
Although consumers should have complete freedom to choose what to do when purchasing and acting as buyers, there are meticulously designed practices that indirectly influence people to keep consuming beyond their initial intention. This paper aims to study the growing incorporation of behavioral economics into commercial strategies — a field that has gained relevance over the past decade thanks to the rise of digital platforms and the refinement of experience design. Understanding how and why these techniques work not only allows us to analyze consumer behavior but also to reflect on the role companies assume when influencing choices. In this context, Customer Experience (CX) emerges as an approach that encompasses the entire interaction between the client and the brand. This study seeks to delve into the concepts surrounding this phenomenon, such as decision architecture, libertarian paternalism, and nudges. The research combines a conceptual review with real-life cases showing how seemingly imperceptible elements can significantly shape consumer decisions through cognitive biases and unconscious patterns. It aims to clarify when certain environments become susceptible to the use of influence techniques. Furthermore, a moral debate will be raised regarding the implementation of these measures within business contexts.