Digital Consumer Behavior Essentials

Understanding Online Decision-Making, AI Influence & Algorithmic Marketing in the Age of E-Commerce. Seeing the modern buyer through the mirror of desire in a world shaped by algorithms.

A Practical, Research-Grounded Guide to Predicting and Influencing Today’s Digital Consumer
Behind every “buy now,” a hidden mechanism is at work. Understand how digital environments subtly shape the choices your customers think are their own.
Digital Consumer Behavior Essentials is an insightful guide to how consumers think, feel, and decide in the age of platforms, personalization, and data. It connects classic consumer behavior theories with today’s algorithmic reality, giving marketing and product teams a clear framework to understand and influence online decisions responsibly.
Key topics covered in the book:

• Digital decision-making process
  Explore how the digital consumer decision-making process really works, —and how many “choices” are guided by interfaces, nudges, and algorithmic design.
• Classic consumer behavior theories through the digital lens
  Revisit core theories like the Consumer Decision-Making Model, Technology Acceptance Model, Prospect Theory, Uses and Gratifications, and Network Externalities through a digital lens.
• AI, datafication, and personalization
  Learn how data collection, profiling, recommender systems, and predictive analytics shape what consumers see, desire, and ultimately choose.
• Platforms and social media ecosystems
  Understand how e-commerce, social commerce, digital communities, and influencer ecosystems compete for attention, trust, and loyalty.
• Persuasion tactics and ethical marketing strategies
  Examine scarcity tactics, engagement loops, and behavioral design—then shift towards ethical nudging, autonomy, and long-term consumer trust.

Blending academic rigor with practical examples, this book offers quizzes, ethical frameworks, and cases from IKEA, Booking.com, and more. It is especially suited for career-switchers, marketing managers, product owners, growth and performance marketers, and consumer insight analysts.
If you want to see the modern buyer “through the mirror of desire” and design digital journeys that are both effective and responsible, Digital Consumer Behavior Essentials provides a comprehensive and structured starting point.

Filippo Marchesani is a smart cities and digital consumer behavior scholar, author of The Global Smart City, with international teaching experience and publications in leading journals.

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