Consumer Behavior

Understanding Consumers- Designing Marketing Activities
1. Auflage 2023
ISBN: 978-3-658-39475-2
Verlag: Springer

Buch, Englisch, 187 Seiten, Format (B × H): 168 mm x 240 mm, Gewicht: 345 g

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.

Zielgruppe

Upper undergraduate

Autoren/Hrsg.

Hoffmann, Stefan

Akbar, Payam

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing

Inhaltsverzeichnis

Consumers and behavior.- Consumer behavior research.-Motivation.- Emotion.- Cognition.- Attitude.- Decision.- Interindividual differences.- Social environment.- Physical environment.- Media environment.- Consumer behavior in change.

Über Autor(innen)

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.