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Konsumentenverhalten: Konsumenten Verstehen - Marketingmaßnahmen Gestalten
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ISBN13: 9783658513771
Publisher: Springer Gabler
Published: Jun 5 2026
Pages: 332
Language: German
Warum liegt im Einkaufswagen plötzlich mehr als geplant? Warum fühlt sich der Kauf eines neuen Smartphones wie eine existenzielle Notwendigkeit an - das Abschlie en einer Zahnzusatzversicherung jedoch nicht? Und warum überzeugt uns eine Marke manchmal mehr als ein objektiv besseres Produkt?
Dieses Buch nimmt Sie mit in die Welt des Konsumentenverhaltens - nicht trocken, sondern so, wie sie tatsächlich ist: widersprüchlich, emotional, nur gelegentlich rational, aber stets spannend und erkenntnisreich. Im Zentrum des didaktischen Konzepts stehen Lea und Ben, die Sie in realen Konsumsituationen begleiten - vom Impulskauf bis zum Luxuskonsum. Ihre Erfahrungen bilden die praxisnahe Bühne für Theorien, Modelle und empirische Studien, die Konsumentenverhalten erklären.
Sie lernen,
- wie Motivation, Emotion und Kognition Kaufentscheidungen prägen,
- weshalb die soziale, mediale und physische Umwelt unser Verhalten subtil steuert und
- wie sich diese Prozesse in unterschiedlichen Konsumformen widerspiegeln - vom digitalen und nachhaltigen über kollaborativen und gesundheitsbewussten Konsum bis hin zum Luxuskonsum.
Dieses Buch hilft Ihnen zu verstehen, wie Konsumentscheidungen entstehen - bei anderen und bei Ihnen selbst. Fallbeispiele, Studien, Selbsttests und digitale Inhalte sorgen dafür, dass Lernen nicht nur informativ, sondern auch anregend ist.
Zusätzliche Fragen per App: Laden Sie die Springer-Nature-Flashcards-App kostenlos herunter und nutzen Sie exklusives Zusatzmaterial, um Ihr Wissen zu prüfen.
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