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Consumer Behavior: Understanding Consumers - Designing Marketing Activities
Paperback
ISBN13: 9783658528874
Publisher: Springer
Published: Dec 27 2026
Pages: 301
Language: English
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.
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