The Discount Trap: “Do Flash Sales Actually Save Money or Just Your Sanity”?
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Universiti Malaysia Sarawak (UNIMAS)
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This thesis investigates the influence of behavioral economics on consumer spending habits, particularly in the online shopping trends context of. It explores how cognitive biases and heuristics such as framing, anchoring, loss aversion, and the decoy affect purchasing decisions. The research aims to identify consumer biases in online platforms, evaluate spending patterns, and propose recommendations for responsible marketing practices. Through quantitative surveys, the study seeks to uncover the psychological mechanisms driving online consumer behaviour and assess the implications of marketing strategies that leverage these insights. The findings will enhance understanding of consumer behaviour in digital marketplaces and provide actionable guidelines for marketers to optimize engagement without exploiting consumers.