Consumer Behavior: Understanding Consumers– Designing Marketing Activities - Brossura

Hoffmann, Stefan; Akbar, Payam

Brossura

ISBN 10: 3658394757 ISBN 13: 9783658394752

Casa editrice: Springer, 2023

Riassunto

 

This book teaches the basics of consumer behavior and analyzes what influences purchase decision processes in the long term. Why is the shopping cart fuller than planned? Why do people want the latest smartphone so badly? The authors clarify these and other questions by first summarizing how motivational, emotional, and cognitive processes determine consumer behavior. They then show how consumer groups differ in their behavior and what role the social, physical and media environment plays.

The book follows a consistent didactic concept. As a reader, you observe the fictional characters Lea and Ben in numerous consumption situations and learn about essential theories and models of consumer behavior. Case studies, descriptions of relevant studies, QR codes for video content and questions for self-monitoring ensure quick comprehension and effective learning.

Su questo libro

Informazioni sull?autore

Prof. Dr. Stefan Hoffmann is Professor of Marketing at the Christian-Albrechts-Universität zu Kiel. His research focuses on ethical consumer behavior, marketing communication, marketing research and intercultural marketing.

Dr. Payam Akbar is a business psychologist. He researches and teaches on the topics of marketing management and consumer behavior at the Chair of Marketing at Christian Albrechts University in Kiel. Previously, he gained several years of professional experience in the field of e-commerce and multi-channel retailing.

Dalla quarta di copertina

This book teaches the basics of consumer behavior and analyzes what influences purchase decision processes in the long term. Why is the shopping cart fuller than planned? Why do people want the latest smartphone so badly? The authors clarify these and other questions by first summarizing how motivational, emotional, and cognitive processes determine consumer behavior. They then show how consumer groups differ in their behavior and what role the social, physical and media environment plays.

The book follows a consistent didactic concept. As a reader, you observe the fictional characters Lea and Ben in numerous consumption situations and learn about essential theories and models of consumer behavior. Case studies, descriptions of relevant studies, QR codes for video content and questions for self-monitoring ensure quick comprehension and effective learning.

The content

• Consumers and behaviour
• Consumer Behavior Research
• Motivation, emotion, cognition, attitude, decision
• Interindividual differences
• Social environment, physical environment, media environment
• Changing consumer behaviour

The authors

Prof. Dr. Stefan Hoffmann is Professor of Marketing at the Christian-Albrechts-Universität in Kiel.

Dr. Payam Akbar is a business psychologist. He researches and teaches on the topics of marketing management and consumer behavior at the Chair of Marketing at Christian Albrechts University in Kiel. Previously, he gained several years of professional experience in the field of e-commerce and multi-channel retailing.

 

This book is a translation of an original German edition. The translation was done with the help of artificial intelligence (machine translation by the service DeepL.com). A subsequent human revision was done primarily in terms of content, so that the book will read stylistically differently from a conventional translation.

Dettagli dell'edizione

• Editore: Springer
• Data di pubblicazione: 2023
• Lingua: Inglese
• ISBN 10: 3658394757
• ISBN 13: 9783658394752
• Rilegatura: Copertina flessibile
• Numero edizione: 1
• Numero di pagine: 200
• Contatto del produttore: ProductSafety@springernature.com; ProductSafety@springernature.com; ; Poststr. 9; Darmstadt; 64293; Germania