Consumer Behavior
Understanding Consumers – Designing Marketing Activities
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Beschreibung
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.
The Authors
Prof. Dr. Stefan Hoffmann is Professor of Marketing at Kiel University (Christian-Albrechts-Universität zu Kiel).
Prof. Dr. Payam Akbar is a business psychologist and Professor of Marketing Intelligence at the Berlin University of Applied Sciences and Technology (HTW Berlin).
The translation was done with the help of artificial intelligence. A subsequent human revision was done primarily in terms of content.
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.
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.
Provides an overview with in-depth insights into specific areas An engaging consumer behavior textbook that combines real-life storytelling with scientific insights Analyzes the factors that sustainably influence purchase decision processes
Autor*in
Stefan Hoffmann
Themen in »Consumer Behavior«
Consumer Behavior Textbook Purchase Decision Process Buying Behavior Market Research Question Theory Marketing Professor Consumer Behavior Book