Eventi del

2 2011 12:45 - 14:00
Via Roentgen 1, 4th floor, room E4 SR03.

The Digital Consumer

Russell Belk (York University)

The old world is analog.  We access information by reading books, reports and articles. We start at the beginning and read to the end.  The new world is digital.  We access information using Internet search engines, blogs, & forums. With Naver, Google, or Baidu there is no fixed beginning or end.  Our music, movies, phones, televisions, books, and games are all digital. Consumers increasingly control the brand. In this presentation I consider the impact of these dramatic changes on marketing, branding, and marketing research. Although digital consumption is another in a history of technological innovations that go back to fire, the wheel, and representational art, I examine the possibility that there may be some things that set digital innovation apart and that result in different consumer behaviors as a result.  I conclude with a promising over-riding concept that my colleagues and I believe subsumes these characteristics and that lays out the direction we intend to take in attempting to understanding the digital consumer. This concept is that of enchantment.