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Book synopsis

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.

Book details

• Full title: Consumer Behavior
• Subtitle: Understanding Consumers - Designing Marketing Activities.DE
• Author: Stefan Hoffmann, Payam Akbar
• Series: 2. Aufl.,
• Language: English
• Binding: Paperback
• Number of pages: 312
• EAN: 9783658528874
• ID: 53293214
• Publisher: Springer, Berlin
• Dimensions: 240 × 168 mm
• Date of publishing: 08. April 2027

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