eMarketing Studies at BI – Module II
purchasing behavior, adoption and learning in a digital context
Introduction and reflection
Module II represents a crucial shift in the eMarketing study. Where in Module I we established the understanding of eMarketing as a strategic discipline – from technology, platforms and business models – we now move on to what actually determines whether something succeeds or not:
how people actually behave
This is a point where many – both in the private and public sectors – still misunderstand. They think that digitalization is about systems, solutions and technology. But eMarketing – correctly understood – is about how technology meets human behavior. The term Consumer Behavior describes how individuals:
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perceives needs
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seeking information
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evaluating options
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makes decisions
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learns and develops habits
These are not linear processes. They are influenced by:
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psychology
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social relations
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experience
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the design of technology
And this is where eMarketing really shows its strength as a discipline:
It is not marketing in the traditional sense – it is a holistic understanding of how value is created in the encounter between people and digital solutions.
Program overview
The collection was structured around a holistic understanding of consumer behavior in a digital context. The goal was to build insight step by step – from how technology spreads in the market, to how people actually make decisions and develop lasting patterns of action.
Throughout the module, theory was closely linked to practice, and each day represented a new layer in understanding the customer. This provided a clear progression, moving from market and innovation, via experience and decision-making, to learning and behavior. The session was structured around the following main academic tracks:
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Consumer behavior in digital environments
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Adoption and diffusion of technology
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Decision-making processes and information processing
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Learning, experience and development of customer loyalty
In addition, the theory was continuously connected to concrete cases from the business world. Examples such as eAccount (BPO and real-time accounting), BarniMagen, Bokkilden and Homegrocer provided insight into how digital business models are actually developed and implemented in practice.
This combination of theory and application was consistent throughout the module. Each day built on the previous one – from how innovations are introduced, to how they are experienced, evaluated and ultimately become a natural part of the consumer's everyday life.
Day 1 – Diffusion of Innovations
The first day of module II was based on a very fundamental question in eMarketing and digital business development: why do some technologies and solutions succeed in the market, while others never gain a foothold? Through the theory of Diffusion of Innovations, it became clear that success is not just about the technology itself, but about how it spreads between people over time.
The focus this day was therefore not primarily on technology itself, but on the interaction between people, communication and social structures. An innovation must be discovered, understood, evaluated and ultimately accepted – and this process happens differently from person to person. Some are early adopters and take risks, while others wait until the solution is well established.
It also became clear that the spread of innovations does not happen randomly. It follows patterns, is influenced by networks and is largely driven by trust and relationships. Particularly important is the role of so-called word of mouth, where recommendations and experiences from other users often outweigh traditional marketing.
In a digital context, this becomes even more important. Here, diffusion can happen faster than ever, but at the same time, the competition for attention is extreme. For businesses, this means that understanding adoption processes is not a theoretical addition – it is a prerequisite for success.
Key concepts and models
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Diffusion of Innovations
How new ideas and technologies spread in a market over time
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Adoption Process
The steps from first acquaintance to actual use
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Adopter Categories
Innovators, Early Adopters, Early Majority, Late Majority, Laggards
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Word of Mouth
Informal communication between users that influences adoption
Academic core
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Innovations spread through social systems – not just through marketing
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Different customer groups adopt technology at different rates
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Trust and relationships are crucial for diffusion
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Digitalization increases both pace and competition in the diffusion process
Day 2 – Technological Paradoxes
The second day of Module II took us an important step further from understanding how technology spreads, to how it is actually experienced by users. While Day 1 was about the market and diffusion, Day 2 shifted the focus to the individual – and in particular the contradictions that arise when people adopt new technology.
Through the concept of Technological Paradoxes, it became clear that technology is rarely experienced as unambiguously positive. On the contrary, the same solution can be experienced as both an improvement and a burden. Technology can provide increased control, but at the same time create stress. It can simplify everyday life, but also make it more complex. It can provide freedom, but at the same time lead to addiction.
This is not the exception – it is the norm. And that is precisely why this is such an important perspective in eMarketing and digital service development.
For businesses, this means recognizing that users don't just consider functionality, but also experience. It's not enough that a solution is effective if it is perceived as difficult, confusing, or demanding. The user will always make a holistic assessment that includes both benefit and burden.
A key point of the day was also how users develop strategies for dealing with technology. Some adapt and learn the systems, while others limit their use or opt out of solutions altogether. This means that adoption is not a one-time decision, but an ongoing process where experience and expertise play a crucial role.
In a digital economy, where new solutions are introduced at a rapid pace, this becomes especially important. The players who succeed are not necessarily those with the most advanced technology – but those who manage to balance complexity and usability in a way that provides real value for the customer.
Key concepts and perspectives
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Technological Paradoxes
Technology is experienced as both a solution and a problem at the same time
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Perceived Usefulness
To what extent does the user experience that the technology provides value?
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Perceived Ease of Use
How easy it is to understand and use the solution
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User Adaptation
How users adapt, change or limit their use
Academic core
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Technology creates both value and friction at the same time
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User experience is as important as functionality
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Adoption is an ongoing process – not a one-time event
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Too much complexity can hinder use, even with high utility
Day 3 – Information Processing and Decision Making
The third day of Module II took us beyond the experience of technology and into the very core of consumer behavior: how people make decisions. After understanding how innovations spread (Day 1) and how technology is experienced (Day 2), the focus now turned to the mental processes that underlie choices – often complex, but not always conscious.
A key point of departure for the day was that consumers rarely have full information or unlimited capacity to analyze all options. Instead, they use simplified strategies to deal with the amount of information. This means that decisions are often made based on a limited range of options, and using mental shortcuts.
Through the concept of Information Processing, it became clear how people receive, interpret and store information before they act. The process is selective – we filter out most and focus on what is perceived as relevant. This means that visibility alone is not enough; the message must also be perceived as meaningful to influence decisions.
Furthermore, work was done on various models for Decision Making, which show how consumers evaluate alternatives. An important insight here is that customers rarely evaluate the entire market. Instead, they operate within a so-called Evoked Set – a limited set of brands or solutions that they actually consider.
Within this set, various Decision Rules are used – sometimes rational and systematic, sometimes simple and intuitive. For example, a customer may choose the cheapest option, the most well-known brand, or what is perceived as “good enough”.
In a digital context, this becomes even more important. The consumer is exposed to an enormous number of choices, but at the same time has limited time and attention. This means that those who succeed digitally are those who manage to make the choice easier – not more advanced.
Key concepts and models
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Information Processing
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How consumers receive, interpret and store information
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Selective Attention
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What we choose to notice – and what we ignore
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Evoked Set (Evaluation Set)
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A limited range of options actually considered
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Decision Rules
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Strategies for choosing between options
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Academic core
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Consumers make decisions with limited information and capacity
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Visibility is not enough – relevance is crucial
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Customers consider few options, not the entire market
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Simple selection processes increase the likelihood of purchase
Day 4 – Consumer Learning - (Consumer Learning and Behavioral Development)
The fourth and final day of Module II brought together the threads from the previous days and focused on how consumer behavior evolves over time. After understanding how innovations spread (Day 1), how technology is experienced (Day 2), and how decisions are made (Day 3), the question now became: what makes a customer actually come back – and stay?
Through the concept of Consumer Learning, it became clear that behavior is not random, but is shaped through experience, repetition and influence. Every time a customer uses a service or buys a product, a learning effect is created. Over time, expectations, preferences and habits develop – and these are often stronger than individual decisions.
A key point of the day was that learning happens both consciously and unconsciously. Sometimes we actively evaluate our experiences, but often learning happens more automatically through repeated actions and rewards. This means that great customer experiences don’t just provide immediate value – they build long-term relationships and loyalty.
The theory of Classical Conditioning showed how associations are created between stimuli, for example how a brand can be linked to emotions or experiences. At the same time, Operant Conditioning explained how behavior is shaped through consequences – where rewards increase the likelihood of repetition.
In a digital context, this is especially evident. Simple and intuitive solutions, quick responses, and positive experiences act as reinforcement. Similarly, friction, errors, and poor user experience will weaken learning and reduce the likelihood of the customer returning.
For businesses, this means that value creation doesn’t just happen in the individual purchase, but in the sum of all experiences over time. Those who succeed are those who understand that every interaction is an opportunity to build – or break – a relationship.
Key concepts and theories
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Consumer Learning
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How experience influences future behavior
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Classical Conditioning
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Learning through associations between stimuli
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Operant Conditioning
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Learning through rewards and consequences
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Reinforcement
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Factors that increase the likelihood of repeated behavior
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Academic core
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Behavior is shaped through experience and repetition
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Good experiences create loyalty over time
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Reward and friction affect future choices
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Value creation happens in the relationship – not just in the transaction
Main academic topics
Module II brought together several of the most central perspectives within eMarketing, and showed how consumer behavior must be understood as a holistic process – not as isolated events. What particularly emerged from the collection was how technology, psychology and marketing work together in a continuous interaction.
A common theme was that technology itself does not create value. Value only arises when people use the technology, experience its benefits, and integrate it into their everyday lives. This makes understanding adoption and diffusion crucial, because even the best solutions will fail if they are not accepted by users.
Furthermore, it became clear that consumers are not rational decision-makers in the classical economic sense. They operate with limited information, limited time, and limited cognitive capacity. This leads to decisions often being made through simplified strategies and mental shortcuts, where relevance and perceived security outweigh objective optimality.
A third central theme was how technology is experienced. Through the understanding of technological paradoxes, it became clear that digital development always involves tensions – between utility and complexity, freedom and control, efficiency and burden. This places great demands on how digital services are designed and implemented.
Finally, learning and behavioral development were highlighted as the very foundation for long-term value creation. It is not the individual purchase that is decisive, but the sum of experiences over time. Through repetition and reinforcement, habits are developed, and it is these habits that create loyalty and stable relationships between customer and business.
Cases
The module was not only theoretical, but closely linked to practical examples from the business world. These cases helped to concretize the theory and show how the principles are actually applied in real business models.
Among the most central cases was eAccount, which illustrated how digitalization can transform traditional services through real-time data and automation. It became clear how technology not only improves efficiency, but also changes the very value proposition to the customer.
BarniMagen provided a different perspective, focusing on the target group and the user's needs. The case showed how understanding the user's situation and life stage is crucial for developing relevant services, and how digital communication must be adapted to both context and recipient.
Furthermore, examples such as Bokkilden and Homegrocer were used to illustrate how digital channels are changing distribution, accessibility and competition. These cases showed how eMarketing is not about visibility alone, but about the entire value chain – from demand to delivery.
What the cases had in common was that they illustrated a fundamental insight: technology is a tool, but it is understanding the customer that determines whether you succeed.
Reflection and discussion
One of the most important insights from Module II is how easy it is to overestimate technology and underestimate people. Throughout the session, it became clear that many businesses still think that digitalization is about systems, platforms, and functionality. In reality, it is primarily about behavior.
This directly addresses challenges we also see today, in both the private and public sectors. Considerable resources are invested in new solutions, but without sufficient understanding of how users actually experience and use them. The result is often low usage, dissatisfied customers and lack of benefit realization.
For me personally, this has been an important confirmation of something I have experienced throughout my career: it is not the most advanced solutions that win, but those that are perceived as simple, relevant and safe.
The discussions in the module also challenged a more traditional view of marketing. Where marketing is often reduced to campaigns and visibility, eMarketing in its full breadth shows that it is about the entire customer journey – from first contact to lasting relationship.
Relevance today
The most striking thing about Module II is how relevant the content still is – perhaps more than ever. Today we are in the midst of a digital reality where competition for attention is extreme, and where users have higher expectations than ever before.
At the same time, we see that many of the same challenges remain. Technology is developing rapidly, but the ability to create great user experiences often lags behind. Complexity, fragmented solutions and a lack of integrity in customer journeys are still widespread.
With the rise of artificial intelligence and automation, this becomes even more evident. The technology offers enormous opportunities, but without a deep understanding of user needs and behavior, the potential will not be realized.
Module II therefore provides an important corrective to a technology-driven approach: it is still the human being who is at the center.
Professional importance for my development
When I look back on my own professional journey – from the first websites in Microsoft FrontPage in SAS, via Episerver solutions in both SAS and Navico, to today's work with complex digital services in Bærum Municipality – it becomes clear how important this module has been.
It gave me a language and a framework for understanding something I had already experienced in practice: that digital development is not about technology alone, but about people, processes and the whole.
At Navico we worked with multiple brands and languages, and it became clear early on how crucial it was to understand different user groups and their needs. In Bærum Municipality I see the same thing today – where solutions must work for the entire population, with different conditions and needs.
The evolution from simple websites to today's complex ecosystems, with front-end, back-end, UX, universal design and now artificial intelligence, has made the subject more specialized. At the same time, it has made the need for a holistic understanding even more important.
Module II helped to anchor this whole. It showed that eMarketing is not an isolated discipline, but a superstructure that ties together technology, business and user understanding.
Summary
Module II provided a comprehensive understanding of consumer behavior in a digital context, and showed how value creation occurs through the interaction between technology and people.
Over four days, we were taken through a logical progression – from how innovations spread, to how they are experienced, evaluated and ultimately become part of the user's everyday life. This context is crucial to understanding how digital services actually create value.
The most important insight is that eMarketing is not about visibility alone, but about understanding and influencing the entire customer journey. It is in the meeting between solution and person that value is created.
For me, one realization stands out particularly strongly:
It is not the technology that creates value – it is the people who use it.
From studies and seminars to today's professional universe
The studies, seminars and field trips documented on this page are part of the knowledge base behind The Invisible Capital. Topics such as customers, technology, innovation, digitalization and value creation have followed developments over several decades – but the disciplines have also continued to develop.
At The Invisible Capital, we are therefore continuing to work on these questions in our own subject series. Here, we connect previous theory, research and experiences with newer knowledge, new technologies and today's challenges for people and businesses.
Innovation
Innovation is not just about new ideas. Value is created when knowledge, technology and ideas are developed into products, services, processes, organizational forms and business models that are actually used. The series on innovation goes from Schumpeter to modern innovation research and covers, among other things, incremental, radical, disruptive, open and user-driven innovation.
→ Explore the Innovation Series
The customer
The customer is not just the recipient of what the business produces. In a competitive market, the customer is a crucial determinant of whether the business actually succeeds in creating value. The series about the customer goes deeper into customer orientation, customer insight, customer experience, satisfaction, loyalty, trust and the encounter between people.
→ Read the customer series
Value creation
What does it really mean to create value – and who creates it? The series on value creation moves from economic theory and key researchers to a broader understanding of how people, expertise, institutions, businesses and the public sector contribute to value creation.
→ Read the series on value creation
Digitization
Digitalization has evolved from stand-alone technologies to a fundamental part of how businesses work and create value. The Digitalization from A–Z series follows the development through internet, web, e-commerce, search, UX, social, mobile, omnichannel, cloud, data, platforms and digital transformation – up to today’s AI First development.
→ Read the series Digitization from A–Z
Artificial intelligence
Artificial intelligence represents the next chapter in digital evolution. In our own AI universe, we investigate how artificial intelligence works, how AI finds and uses information, how it evaluates sources and websites, and what the development can mean for people, businesses, and value creation.
→ Go to the articles about artificial intelligence
Recommended literature
Consumer Behavior
A key book on consumer behavior and how people perceive needs, seek information, and make decisions. The book shows why eMarketing is not just about technology, but about understanding human behavior, motivation, and digital customer journeys.
