Biases and heuristics in chatbot enabled everyday fashion rental in the UK

Citation

Beech R, Ritch E, Anderson CG & Ali Z (2026) Biases and heuristics in chatbot enabled everyday fashion rental in the UK. Journal of Fashion Marketing and Management: An International Journal. https://doi.org/10.1108/jfmm-07-2025-0363

Abstract
Purpose This research presents a novel theoretical framework by examining chatbots in an under-explored context of everyday clothing rental. We apply an interdisciplinary lens, behavioural economics theory, nudge theory and choice architecture, to a marketing exploration, to simplify consumers’ decision-making. Design/methodology/approach Three focus groups and 28 interviews were conducted with UK consumers across two qualitative phases. Findings As shown in Figure 2, identifying rental barriers and drivers led to the development of four digital, four green nudges, boosts and sludges. This choice architecture is specifically designed to steer consumer behaviour towards everyday renting. Practical implications This study provides managerial implications for circular and non-profit companies by leveraging green and digital nudges to enhance choice architecture and consumer footfall. Policy implications suggest reforms for UK consumer laws, specifically proposing a “consumer warrant” to enforce sustainability transparency. Originality/value This paper offers novel insights into using nudge theory to shape consumer heuristics and decisions regarding everyday clothing rentals via chatbots. It introduces specific digital and green nudges designed to transform the consumer choice environment.

Keywords
Renting; Nudge theory; Choice architecture; Chatbot; Heuristics

Journal
Journal of Fashion Marketing and Management: An International Journal