IJOMAI Published Article

This study examined the role of behavioral economics in understanding consumer decision-making in digital marketplaces among young professionals in Dapa, Surigao del Norte. Anchored on behavioral economics, prospect theory, nudge theory, heuristics and biases, and choice overload theory, the study assessed how loss aversion, default bias, anchoring, choice overload, social proof, and nudging influence purchase intention, buying behavior, brand loyalty, satisfaction or regret, and consumer awareness of behavioral triggers. A sequential explanatory mixed-methods design was employed, involving 163 young professionals in the quantitative phase and 10 key informants in the qualitative phase. Survey data were analyzed using frequency, percentage, mean, standard deviation, Pearson correlation, t-test, and ANOVA, while qualitative responses were analyzed using Colaizzi’s phenomenological method. Results showed that social proof was strongly manifested and emerged as the most influential behavioral principle, followed by loss aversion, choice overload, and anchoring. Default bias and nudging were moderately manifested. Consumer outcomes showed strong brand loyalty and satisfaction or regret, high purchase intention, and moderate buying behavior. Awareness of personalized recommendations, flash sales, and subscription defaults was highly manifested. Correlation analysis confirmed significant positive relationships among most behavioral principles, awareness variables, and consumer decision-making outcomes, while demographic comparisons showed no significant differences by gender, age, or income. Online shopping frequency, however, produced significant differences in consumer decision-making patterns. The qualitative findings supported the quantitative results by showing that consumers benefit from convenience and simplified choices but remain vulnerable to impulse buying, overspending, manipulation, and reduced autonomy. The study concludes that behavioral design in digital marketplaces is consequential and should be governed by ethical platform practices, transparent communication, consumer literacy, and policy safeguards. Keywords: Behavioral Economics; Consumer Decision-Making; Digital Marketplaces; Social Proof; Loss Aversion; Nudging; Consumer Protection