Navegando por el Cambio Digital y Social: Perspectivas sobre el Comportamiento del Consumidor

Asli Cazorla-Milla

Authors

Cazorla-Milla Asli Universidad Internacional de Valencia. Valencia, España. https://orcid.org/0000-0002-4825-1656

Keywords:

consumer behavior, marketing, digital marketing

Abstract

Understanding consumer behavior, encompassing customers’ inclinations, motivations, decision-making mechanisms stands as a critical priority for marketers. The traditional model of consumer behavior explains the importance of buying process as a rational process aimed at fulfilling consciously recognized needs and desires. However, with the modern approaches, we have seen a shift towards to be able to analyze and understand the importance of unconscious decision making. These processes including the stereotypes, pursuit of unconscious goals, behavioral mirroring and priming put a profound importance on consumer preferences and ultimately the decision-making process.

The objective of this article is to firstly to introduce the evolution of marketing, familiarize the connection between consumer behavior field and marketing. Secondly, is to familiarize the connection between new technologies and the online consumer behavior, by also introducing the societal marketing concepts as an emerging concept. Lastly, to emphasize the interdisciplinary approach to consumer behavior and making the important connection between consumer behavior and other fields of study.

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