Consumer Behavior Understanding Consumers – Designing Marketing Activities
-
- Englisch ausgewählt
69,99 €
inkl. gesetzl. MwSt.,
Beschreibung
Produktdetails
Einband
Taschenbuch
Erscheinungsdatum
01.10.2026
Abbildungen
XVI, 312 p. 64 illus., 30 illus. in color.
Verlag
Springer Fachmedien Wiesbaden GmbHSeitenzahl
312
Maße (B/H)
16,8/24 cm
Auflage
Second Edition 2026
Sprache
Englisch
ISBN
978-3-658-52887-4
Why does your shopping cart suddenly contain more than you planned? Why can buying a new smartphone feel like an existential necessity—while taking out supplementary dental insurance does not? And why does a brand sometimes convince us more than an objectively better product?
This book takes you into the world of consumer behavior—not in a dry way, but as it really is: contradictory, emotional, only occasionally rational, yet always fascinating and insightful. At the heart of its didactic concept are Lea and Ben, who accompany you through real-life consumer situations—from impulse purchases to luxury consumption. Their experiences provide a practical stage for theories, models, and empirical studies that explain consumer behavior.
You will learn
- how motivation, emotion, and cognition shape purchasing decisions,
- why the social, media, and physical environment subtly influences our behavior, and
- how these processes are reflected in different forms of consumption—from digital and sustainable to collaborative and health-conscious consumption, as well as luxury consumption.
This book helps you understand how consumer decisions arise—both in others and in yourself. Case studies, research findings, self-assessments, and digital content ensure that learning is not only informative but also engaging.
Noch keine Bewertungen vorhanden
Verfassen Sie die erste Bewertung zu diesem Artikel
Helfen Sie anderen Kundinnen und Kunden durch Ihre Meinung.
Kurze Frage zu unserer Seite
Vielen Dank für dein Feedback
Wir nutzen dein Feedback, um unsere Produktseiten zu verbessern. Bitte habe Verständnis, dass wir dir keine Rückmeldung geben können. Falls du Kontakt mit uns aufnehmen möchtest, kannst du dich aber gerne an unseren Kund*innenservice wenden.
zum Kundenservice