Understanding and influencing consumer behavior

In a context where digital technology is redefining purchasing habits, this book offers a clear and up-to-date reading of modern consumer behavior. Through a scientific and practical approach, the author explores the psychological, sociological and technological mechanisms that guide purchasing decisions. Rich in practical cases and concrete examples, this guide shows how companies can understand, anticipate and influence consumer choices thanks to digital tools: behavioral data, social networks, artificial intelligence and engagement strategies. A real handbook for learning and action, this book is aimed at students, teachers, researchers and marketing professionals who want to master the new market logic and adapt their strategies to the behavior of connected consumers.