{"product_id":"9783658528874","title":"Consumer Behavior Understanding Consumers – Designing Marketing Activities","description":"\u003ch1\u003eConsumer Behavior\u003c\/h1\u003e\u003ch2\u003eUnderstanding Consumers – Designing Marketing Activities\u003c\/h2\u003e\u003ch3\u003eStefan Hoffmann | Payam Akbar\u003c\/h3\u003e\u003cdiv\u003e\u003cb\u003eBusiness \u0026amp; Economics \/ Consumer Behavior\u003c\/b\u003e\u003c\/div\u003e\u003cbr\u003e\u003cdiv\u003e\n\u003cp\u003eWhy 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?\u003c\/p\u003e\n\u003cp\u003eThis 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.\u003c\/p\u003e\n\u003cp\u003eYou will learn\u003c\/p\u003e\n\u003cul\u003e\n\u003cli\u003ehow motivation, emotion, and cognition shape purchasing decisions,\u003c\/li\u003e\n\u003cli\u003ewhy the social, media, and physical environment subtly influences our behavior, and\u003c\/li\u003e\n\u003cli\u003ehow these processes are reflected in different forms of consumption—from digital and sustainable to collaborative and health-conscious consumption, as well as luxury consumption.\u003c\/li\u003e\n\u003c\/ul\u003e\n\u003cp\u003eThis 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.\u003c\/p\u003e\n\u003c\/div\u003e\u003cdiv\u003e\n\u003cp\u003e\u003cstrong\u003eProf. Dr. Stefan Hoffmann\u003c\/strong\u003e is Professor of Marketing at Kiel University (Christian-Albrechts-Universität zu Kiel).\u003c\/p\u003e\r\n\u003cp\u003e\u003cstrong\u003eProf. Dr. Payam Akbar\u003c\/strong\u003e is a business psychologist and Professor of Marketing Intelligence at the Berlin University of Applied Sciences and Technology (HTW Berlin).\u003c\/p\u003e\r\n\u003cp style=\"margin-left: 36.0pt;\"\u003e \u003c\/p\u003e\n\u003c\/div\u003e\u003cbr\u003e\u003ctable\u003e\n\u003ctr\u003e\n\u003ctd\u003ePublication Date: \u003c\/td\u003e\n\u003ctd\u003e08 April 2027\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003ePublisher: \u003c\/td\u003e\n\u003ctd\u003eSpringer Fachmedien Wiesbaden\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003eImprint: \u003c\/td\u003e\n\u003ctd\u003eSpringer\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003eISBN-13: \u003c\/td\u003e\n\u003ctd\u003e9783658528874\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003eFormat: \u003c\/td\u003e\n\u003ctd\u003ePaperback softback\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003c\/table\u003e","brand":"Springer Fachmedien Wiesbaden","offers":[{"title":"Default Title","offer_id":51460154654860,"sku":"9783658528874","price":62.99,"currency_code":"USD","in_stock":true}],"url":"https:\/\/lateknightbooks.com\/products\/9783658528874","provider":"Late Knight Books and Services, LLC","version":"1.0","type":"link"}