The Role of Behavioral Economics in Shaping User Experience: A Case Study of Netflix

Abstract

Behavioral economics argues that human decision-making is influenced not only by rational choices but also by emotional and social factors, highlighting the role of psychology in shaping behavior. In line with this perspective, various techniques are employed in User Experience (UX) Design to guide, or even manipulate, users' decisions by leveraging principles of behavioral economics. This study examines how principles of behavioral economics are applied in UX Design to influence user behavior, focusing on design strategies used on the Netflix platform to steer user interactions. The findings suggest that these principles have played a significant role in Netflix's ability to captivate a worldwide audience, fueling its rapid growth and success.