Abstract
The article discusses the impact of digitalization on the consumer behavior of certain groups of the population. The factors that influenced the need to study possible directions for the introduction of socio-psychological profiles of consumer behavior are investigated. A new approach is highlighted in generational theory based on the socio-psychological characteristics of consumer behavior in the digital environment. The profiles of digital consumers of generation N are analyzed. The possibilities of using the digital profile of a citizen by commercial, incl. financial organizations.
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