Consumer Behavior: Understanding Consumers- Designing Marketing Activities

ISBN-13: 9783658394752 / Angielski / Miękka / 2023 / 187 str.

Stefan Hoffmann; Payam Akbar

Opis

Detailed textbook with a focus on consumer behavior research This 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":

1. They begin with the understanding of the term and briefly outline the theoretical as well as methodological approach to consumer behaviour.
2. 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.
3. They then show that behaviour differs systematically between different consumer groups. For this purpose, they consider influences from the social, physical and media environment.
4. 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 aids The Consumer Behavior textbook is intended for students in the following disciplines:

• Business Administration
• Psychology
• Communications
• 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 studies
• Descriptions of relevant studies
QR 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.

Spis treści

Consumers and behaviour

Consumer Behavior Research

Motivation

Emotion

Cognition

Setting

Decision

Interindividual differences

Social environment

Physical environment

Media environment

Changing consumer behaviour

O autorze

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.

Blurb

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.