Designing Choices: Impact of Apps on Consumer Behavior

This chapter explores the role of randomized control trials in behavioral science, particularly in testing digital interfaces designed for consumer decision-making. Through a study involving a shopping app, it examines how varying information levels and branding can influence decisions around payment methods, especially with Buy Now, Pay Later options. The discussion highlights the balance between the rational intake of information and the emotional overwhelm it can induce, asserting that design elements significantly affect consumer behavior.