Addicted to Pixels: Behavioural Economics Insight and the Invisible Pull of Algorithms into Digital Addiction among Malaysian Youth”
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Universiti Malaysia Sarawak (UNIMAS)
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This examines digital addiction among Malaysian youth through the lens of behavioural economics, highlighting the influence of cognitive biases, socio-emotional vulnerabilities, and algorithmic media content awareness on problematic digital engagement. As smartphones and algorithm-driven digital platforms become increasingly pervasive, excessive use has been associated with negative outcomes including mental health deterioration, academic underperformance, and social withdrawal. Drawing on survey data from Malaysian youth aged 15–24, this research investigates how behavioural economics constructs, namely present bias, loss aversion, social comparison, self-control, and fear of missing out (FOMO), relate to digital addiction. K-means cluster analysis identified three distinct behavioural profiles: Emotionally Reactive Users, Socially Attuned Users, and Self-Regulated Users, each exhibiting unique psychological needs and vulnerabilities. Subsequent analyses revealed significant disparities in digital addiction and algorithmic awareness across these profiles, with social comparison and FOMO emerging as key mediators of the relationship between impulsive behavioural traits and digital addiction. The findings underscore the need for targeted interventions that strengthen self-regulation, mitigate social comparison and FOMO, and promote critical awareness of algorithmic influences. This study contributes to a deeper understanding of the behavioural mechanisms underpinning digital addiction and provides evidence-based insights to inform culturally sensitive policies fostering healthier digital engagement among Malaysian youth.