THE EVOLUTION OF CONSUMER BEHAVIOR THEORY IN THE DIGITAL ECONOMY
DOI :
https://doi.org/10.5281/zenodo.18766802Résumé
The digitalization of markets has radically changed the structure in which consumer decision making is constituted. Classical models of consumer behavior, which were based on the rational choice theory, less rationality, and behavioral economics, were formulated in settings where decision making was mainly done under personal cognitive limitations. Nonetheless, in digitally mediated marketplaces, the preferences of the consumer, the information exposure, and the sets of choice are co-determined by artificial intelligence systems, recommendation algorithms, and platform architecture. This essay critically examines how conventional consumer behavior paradigms are adequate in the algorithm economy. It is based on neoclassical theory, as well as the concepts of behavioral economics, platform economics, and algorithmic nudging, and represents a novel framework of consumer behavior as a co-evolutionary phenomenon between the human mind and AI. This paper claims the consumer agencies are no longer independent but are organized in algorithmic ecosystems. The results can be applied to marketing theory because they reinvent consumer behavior as a cognitive-algorithmic process and offer a theoretical basis on which a marketing strategy can be developed to adapt in digital contexts..
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