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Human behavior in digital environments

Digital environments created by information and communication technologies, such as computers, smartphones and tablets, place constant and increasing demands on human judgments and decisions and offer novel and rich information and interaction opportunities. Research related to consumer behavior creates a conceptual framework aimed at analyzing and understanding behavioral in digital environments.

This knowledge area studies a broad range of themes pertaining to online consumer behavior. Research topics include: Online Social Interactions, Online Product Presentation, Online Creativity and Collaboration, Crowdsourcing.

Link to Knowledge Area:

Consumer Behavior Lab (CB-Lab)

Institute of Marketing and Communication Management

Knowledge Area Leader: Reto Hofstetter


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