The monograph Digital Consumer Psychology aims to provide the much-needed understanding on fundamental aspects of consumer psychology in the digital age. Looking systematically at the psychological mechanisms that build the foundations of consumer behaviour from attention to action, we introduce the reader to the dynamics of interaction between humans and digitals, as well as between humans across various digital channels and applications, e.g., web and mobile, Augmented reality, Virtual reality, Extended reality, Artificial intelligence.
This state-of-the-art book offers thought-provoking content that challenges experts to reconsider the way marketing is done in the digital era and how this shapes the consumer mind and action. Supported by empirical work from our lab, a holistic framework encompassing several models is suggested on how digitalisation empowered consumers. Blending terms and theories across psychology, marketing, consumer and computer sciences in unique constellation, the present monograph significantly contributes to advance the understanding of digital consumer psychology. It is a must-read book for scholars who would like to get comprehension on mechanisms underlying customer behaviour in the age of data.
While the discipline is at its infancy, we hope that Digital Consumer Psychology builds the fundaments needed to discover the hidden treasure of digital world and consumer journeys going beyond the traditional marketing space, and thus, opening new avenues for fascinating research.
Svetlana Bialkova is an internationally recognised expert, global professor, author, speaker. She holds a PhD, Radboud University, The Netherlands, and a JSPS fellowship, BSI RIKEN, Japan. She is currently leading the ConsuWAIS project, award winning by VIHREN 2024 programme of BNSF, implemented at FEBA, Sofia University, Bulgaria. Dr. Bialkova received several awards and secured funding, including PI role. She taught various academic courses and has worked on numerous projects in top international labs in The Netherlands, Belgium, Germany, Denmark, Switzerland, UK, Japan. She explores the joint interaction between human, media, and technology, and how this influences the multisensory experience. Translating fundamental knowledge into practice, she realised several industry related initiatives and projects with huge societal relevance. She also participated in various consortia advising policy implementation at EU level and across the globe.
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