Models and methodologies for analyzing consumer responses to marketing stimuli in real and digital contexts 2026_RTT_DIG_3

The research will focus on studying consumer behavior in innovative supply contexts, analyzing the cognitive and emotional determinants of purchasing decisions. The focus will be on consumer responses to new supply models and communication in physical and digital environments. The analysis will be conducted using a multi-method approach, integrating self-reported, behavioral, and objective measures of individual reactions, in order to refine interpretative models of purchasing behavior and the consumer experience.