Consumer behavior : understanding consumers - designing marketing activities

By:

Hoffmann, Stefan

Contributor(s):

Akbar, Payam

Publication details: Springer Wiesbaden 2023 WiesbadenDescription: 187 pISBN:

9783658394752

Subject(s):

Consumer behavior

DDC classification:

658.8342 HOF

Summary: This book explores consumer behavior and its long-term influence on purchase decisions. It explains how motivational, emotional, and cognitive processes determine consumer behavior, as well as the differences in consumer groups and the role of social, physical, and media environments. The book follows a didactic concept, with fictional characters Lea and Ben illustrating consumption situations and essential theories. Case studies, descriptions of relevant studies, QR codes for video content, and self-monitoring questions ensure quick comprehension and effective learning. The authors, Prof. Dr. Stefan Hoffmann, Professor of Marketing at Christian-Albrechts-Universitat in Kiel, and Dr. Payam Akbar, business psychologist, have extensive experience in e-commerce and multi-channel retailing. The book is a translation of an original German edition using artificial intelligence and human revision for a stylistically different reading.

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Holdings
Item type	Current library	Collection	Call number	Status	Date due	Barcode	Item holds
Book	Jammu General Stacks	Non-fiction	658.8342 HOF (Browse shelf(Opens below))	Available		IIMJ-7827

Total holds: 0

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Previous	658.8342 GOL Consumer economics : issues and behaviors	658.8342 GUP How people buy online :	658.8342 HAR Human-driven experience: the battle for trust in the digital age	658.8342 HOF Consumer behavior : understanding consumers - designing marketing activities	658.8342 HUA Consumer psychology : theories and applications	658.8342 KAR Consumer behavior in a digital world	658.8342 MAC Machine age of customer insight	Next

1. Consumer and Behavior 2. Consumer Behavior Research 3. Motivation 4. Emotion 5. Cognition 6. Attitude 8. Interindividual Differences 9. Social Environment 10. Physical Environment 11. Media Environment 12. Changing Consumer Behavior

This book explores consumer behavior and its long-term influence on purchase decisions. It explains how motivational, emotional, and cognitive processes determine consumer behavior, as well as the differences in consumer groups and the role of social, physical, and media environments. The book follows a didactic concept, with fictional characters Lea and Ben illustrating consumption situations and essential theories. Case studies, descriptions of relevant studies, QR codes for video content, and self-monitoring questions ensure quick comprehension and effective learning. The authors, Prof. Dr. Stefan Hoffmann, Professor of Marketing at Christian-Albrechts-Universitat in Kiel, and Dr. Payam Akbar, business psychologist, have extensive experience in e-commerce and multi-channel retailing. The book is a translation of an original German edition using artificial intelligence and human revision for a stylistically different reading.

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