NEGATIVE PSYCHOLOGICAL ASPECTS OF CONSUMER BEHAVIOUR IN THE DIGITAL AGE
NEGATIVE PSYCHOLOGICAL ASPECTS OF CONSUMER BEHAVIOUR IN THE DIGITAL AGE

Summary/Abstract: Nowadays, we already know what a huge impact the digitalisation of society has on our lives. Similarly, we know several keys to reveal processes of consumer behaviour and decision-making. If we want to understand how consumers make decisions on the digital market, firstly, we have to understand consumer himself – consumer as an emotional human being with specific emotions and needs. The main aim of this paper is to point out especially negative psychological aspects of digital marketing and digital environment itself. Like on the market of products and services, on the digital markets consumers meet the same tools of marketing communication but in different forms. During the research, consumers assessed selected tools of marketing communication, mainly e-commercial in different forms. Despite the known high effectiveness of e-commercial, we revealed many negatives and dangers of this tool in the digital environment. Digital commercials, especially pop-ups, evoke considerably negative emotions. We also found out that the consumer´s personality is the significant predictor of consumer reactions on the digital market. It is shown that the digital environment brings not only advantages but also new problems, mistrust, stress and aversion of consumers.

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