Consumer Behaviour and Digital Transformation

This textbook explores how technological developments and emerging technologies impact on, and engage with, consumer behaviour and decision-making globally. The book will enable readers to develop a coherent understanding of the basic underpinnings of consumer behaviour as they relate to individual and group-oriented consumption decisions.

Acest manual exploreaza modul in care evolutiile tehnologice si tehnologiile emergente influenteaza si interactioneaza cu comportamentul consumatorilor si procesul decizional la nivel global. Cartea va permite cititorilor sa dezvolte o intelegere coerenta a fundamentelor comportamentului consumatorilor, in raport cu deciziile de consum individuale si de grup.