A STUDY ON DIGITAL NUDGING AND PSYCHOLOGICAL HEURISTICS EFFECT

People use e-government applications, trade financial goods online, purchase online, book hotel rooms using mobile booking apps, and make decisions based on information given in organisational information systems. All of these decisions are impacted by the context in which they are made, as this statement demonstrates: What is chosen frequently relies on how the choice is presented. Designers of choice settings, sometimes known as choice architects, can take use of these heuristics and biases. In this paper various digital nudging research papers are studied. The goal of this study is to see if and how different digital nudges displayed on an e-commerce website impact the customer's psychological state. A variety of research reviews have been done in order to better understand the psychological heuristics impact based on digital nudging.