Backlight: What Makes You Click?

The bankruptcies of department stores and shoe shops clearly show that our buying behaviour is rapidly shifting to the Internet. Which ingenious tricks and other digital laws ensure that we fill our online shopping carts to the brim, or stay on websites as long as possible?

Right now, the biggest psychological experiment ever is being conducted. And we’re all taking part. Every day, a billion people are tested online. Via A/B tests and analysis of the data trails we leave online, knowledge is being gathered at an exponential rate, about our preferences and behaviours, but especially about how our brain works. Who is using this knowledge? And to what end?