Russian Federation
Russian Federation
The article considers modern models of consumer behavior depending on the market situation in society: models of a rational consumer of the neoclassical school, a model of a socio-economic person, neoinstitutionalism, the doctrine of "libertarian paternalism" and a marketing model of a black box. A method for substantiating consumer behavior based on the concept of marketing experiences is proposed. The behavioral characteristics of people are considered on the example of generations BB, X, Y and Z. It is substantiated that it is the value basis that has formed among representatives of generations BB and Y that continues to have a significant impact on social networks and “opinion leaders”.
purchasing behavior, limited rationality, digitalization, big data, nudge technologies, social networks, generational theory, deepfakes
1. Howe, Neil; Strauss, William (2007), «The Next Twenty Years: How Customer and Workforce Attitudes Will Evolve», Harvard Business Review: 41-52.
2. Philip Ebert, Wolfgang Freibichler. Nudge management: applying behavioural science to increase knowledge worker productivity // Journal of Organization Design. 2017-03-21. T. 6. URL: https://jorgdesign.springeropen.com/articles/10.1186/s41469-017-0014-1 (data obrascheniya: 04.04.2021)
3. Otchet o razvitii cifrovogo mira 2021. Digital. URL: https://wearesocial.com/global-digital-report-2021 (data obrascheniya: 04.04.2021)
4. Pol i vozrast auditorii Internet // Webindex. URL: https://webindex.mediascope.net/ (data obrascheniya: 04.04.2021)
5. Polyakov V.A., Fomicheva I.V. Konceptual'nye aspekty cifrovogo marketinga // Nauchnye issledovaniya i razrabotki. Ekonomika. 2018. T. 6. № 6. S. 12-19.
6. Polyakov V.A., Fomicheva I.V. Novye podhody segmentacii v marketinge // Vestnik Tul'skogo filiala Finuniversiteta. 2020. № 1. S. 236-239.
7. Polyakov V.A., Fomicheva I.V., Yudina O.V. Osobennosti kompleksa «4r» v koncepcii marketinga vpechatleniy // Samoupravlenie. 2019. T. 2. № 2 (115). S. 159-162.
8. Polyakov V.A., Fomicheva I.V., Yudina O.V. Razvitie povedencheskih metodov segmentacii potrebitel'skogo obschestva // Samoupravlenie. 2020. T. 2. № 1 (118). S. 323-325.
9. Potrebitel'skie tendencii, kotorye budut formirovat' 2021 god // Globalwebindex. URL: https://www.globalwebindex.com/reports/trends-2021 (data obrascheniya 04.04.2021)
10. Taler R. Novaya povedencheskaya ekonomika. M.: Izdatel'stvo «E», 2017. 368 s.
11. Fomicheva I.V., Polyakov V.A., Medvedeva T.V. Social'no-ekonomicheskoe razvitie v epohu global'nyh peremen. Kollektivnaya monografiya. M.; Tver': Izdatel'stvo Tverskoy gosudarstvennyy universitet, 2020. S. 145-152.
