Consumer Behavior : Understanding Consumers- Designing Marketing Activities
Language: English
Published by Springer, 2023
- Softcover
- New
Seller: AHA-BUCH GmbH, Einbeck, GermanyAHA-BUCH GmbH
AbeBooks seller since August 14, 2006
Condition: New
£ 94.60
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Add to basketItem description from seller
Druck auf Anfrage Neuware - Printed after ordering - Detailed textbook with a focus on consumer behavior researchThis textbook addresses the central question of whether and in what way advertising has a lasting influence on the purchase decision process. For this purpose, it takes a look at the focus of consumer behavior and market research. In the course of this, the work conveys the basics of consumer behaviour in a comprehensible and clear language. Why is the shopping cart fuller than planned Why does everyone want the latest smartphone so badly The authors Stefan Hoffmann and Payam Akbar address the following topics in their book 'Consumer Behaviour':They begin with the understanding of the term and briefly outline the theoretical as well as methodological approach to consumer behaviour.They then discuss influences on consumer behaviour, which take place first and foremost within us: Motivation, emotion and cognition as well as attitude and decision.They then show that behaviour differs systematically between different consumer groups. For this purpose, they consider influences from the social, physical and media environment.At the end of the consumer behavior book, they illustrate how buying behavior is embedded in general societal developments and thus constantly changes over time. This second edition of the book has been revised and updated by the authors.Clear textbook for exam preparation with many practical aidsThe Consumer Behavior textbook is intended for students in the following disciplines: Business AdministrationPsychologyCommunications Related disciplines It follows a consistent didactic concept: as a reader, you observe the fictional characters Lea and Ben in numerous consumption situations. In this way, you get to know essential theories and models in a lively way and close to everyday life. The following elements also help you to quickly grasp and effectively learn the contents of the textbook 'Consumer Behaviour':Case studiesDescriptions of relevant studiesQR codes to video content (e.g. videos and websites) This makes this book ideal for reviewing lectures and preparing for exams. At the end of each chapter you will find questions for self-monitoring and recommended reading.…
Seller Inventory # 9783658394752
- Title
- Consumer Behavior : Understanding Consumers- Designing Marketing Activities
- Author
- Payam Akbar
- Publisher
- Springer
- Publication year
- 2023
- Condition
- Neu
- Binding
- Taschenbuch
- Language
- English
- ISBN 10
- 3658394757
- ISBN 13
- 9783658394752
- Item weight
- 345 grams
- Dimensions
- 240x168x12 mm
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.
"Synopsis" may belong to another edition of this title.
About the Author
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.
"About the title" may belong to another edition of this title.
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