Impact of Digital Marketing Strategies on Household Purchasing Decisions: A Behavioural Economics Approach

In the digital era, the rapid growth of online platforms, social media, e-commerce, and targeted advertising has significantly influenced household purchasing decisions. From a Home Economics perspective, these decisions are closely linked to household resource management, budgeting, consumption patterns, and overall family well-being. This study examines the impact of digital marketing strategies on household purchasing behavior through the lens of behavioral economics. It highlights how tools such as personalized advertisements, influencer marketing, online reviews, discount offers, and limited-time promotions shape consumer preferences and spending choices within households. The study further applies key behavioral economics concepts, including bounded rationality, loss aversion, social proof, framing effects, anchoring, and scarcity, to explain why household consumers often deviate from fully rational decision-making. While digital marketing enhances access to product information, price comparisons, and convenient shopping options, it can also encourage impulsive buying and disrupt planned household budgets. In the context of Home Economics, these influences are critical as they affect financial stability and responsible consumption practices. The paper emphasizes the importance of digital consumer literacy, enabling households to critically evaluate online marketing messages and make informed purchasing decisions. It also highlights the need for ethical marketing practices to protect consumer welfare. Overall, integrating behavioral economics with Home Economics provides valuable insights into modern household consumption behavior in the digital marketplace.