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...