Understanding our behaviour online - our latest article series

Our latest article, 'Understanding how we behave differently online,' was published this week by The Marketing Society.

This article is the first of a three-part series in which we explore some of the latest insights into online versus offline behaviour.

In the last decade, we have learnt more about our behaviour than in the last 100 years. Research by psychologists, neuroscientists, anthropologists and sociologists has allowed us to understand more than we ever have about our behaviour, judgment and decision-making.

Whilst much of this learning has been in 'the real world', there is now an emerging focus on how these insights can also be applied to understanding our ever-expanding digital world. This is important because the online environment can affect our behaviour in very different ways.

We analyse research findings which illustrate: - How and why the online world affects our behaviour in interesting and often surprising ways; - The general patterns of our behaviour and decision-making online; and - How we think and choose online may fundamentally differ from our behaviour and choices offline.

Part 1, entitled 'Decision-making shortcuts in our digital world' looks at some of the shortcuts we make online to save time or deal with the plethora of choices.

Next month, we'll be publishing Part 2, which analyses how we may be less influenced by social norms and pressures online. Part 3 will then go on to analyse the impact of the physical device on our behaviour and consequent decision-making.

You can read Part 1 HERE.