Dr Nadine Hietschold Consumer decisions in the era of digitization
How does digitization influence consumers’ purchasing decisions? In a study at the Bern University of Applied Sciences, we investigated the impact of digital consumption behaviour (compared to a non-digital context) on key phases in the decision-making process, such as searching for information, processing information and satisfaction with decisions.
Your added value in terms of trade
During our talk, we present the results of our study at the Bern University of Applied Sciences. Consumers act differently in digital and non-digital contexts in several respects (e.g. information sources, search intensity). Knowledge surrounding various decision-making behaviours can help Swiss companies respond to consumers more effectively.
Details on the speaker
Dr Nadine Hietschold is an economist and postdoctoral fellow at the Bern University of Applied Sciences. Her research focuses on topics such as consumer resistance to innovations, consumer decision-making behaviour, individual characteristics of social entrepreneurs and value creation through affordable innovation.
Sponsor: Bern University of Applied Sciences (BFH)