Digital Empowerment: How Interactive Decision Aids Transform Consumer Behavior in Morocco A litterature review

Abstract

Objective: This literature review aims to explore the transformative potential of Interactive Consumer Decision Aids (ICDAs) in empowering Moroccan consumers within the digital marketing sphere. It focuses on understanding how these tools facilitate consumer decision-making in an environment characterized by information overload and dynamic evaluation criteria.

Design/methodology/approach: The review synthesizes existing research on various forms of ICDAs, including comparison tools, decision trees, intelligent virtual agents, and recommendation agents. It specifically examines their adoption and impact within the Moroccan market, considering cultural and linguistic factors and the high mobile phone penetration rate.

Results: ICDAs significantly enhance consumer decision-making by providing structured comparisons, streamlined evaluation processes, and credible recommendations, thereby reducing perceived risks. However, the effectiveness of these tools in Morocco is influenced by cultural values and language barriers, necessitating their availability in both French and Arabic.

Originality: This review uniquely focuses on the Moroccan context, providing insights into the specific challenges and opportunities associated with the implementation of ICDAs in emerging markets. It highlights the importance of optimizing these tools for mobile devices to cater to the tech-savvy Moroccan population.