Consumer Behavior: Understanding Consumers? Designing Marketing Activities

Detailed textbook with a focus on consumer behavior research

 

This textbook addresses the central question of whether and in what way advertising has a lasting influence on the purchase decision process. For this purpose, it takes a look at the focus of consumer behavior and market research. In the course of this, the work conveys the basics of consumer behaviour in a comprehensible and clear language.

 

Why is the shopping cart fuller than planned? Why does everyone want the latest smartphone so badly? The authors Stefan Hoffmann and Payam Akbar address the following topics in their book "Consumer Behaviour":

1. They begin with the understanding of the term and briefly outline the theoretical as well as methodological approach to consumer behaviour.
2. They then discuss influences on consumer behaviour, which take place first and foremost within us: Motivation, emotion and cognition as well as attitude and decision.
3. They then show that behaviour differs systematically between different consumer groups. For this purpose, they consider influences from the social, physical and media environment.
4. At the end of the consumer behavior book, they illustrate how buying behavior is embedded in general societal developments and thus constantly changes over time.

This second edition of the book has been revised and updated by the authors.

 

Clear textbook for exam preparation with many practical aids

 

The Consumer Behavior textbook is intended for students in the following disciplines:

• Business Administration
• Psychology
• Communications
• Related disciplines

It follows a consistent didactic concept: as a reader, you observe the fictional characters Lea and Ben in numerous consumption situations. In this way, you get to know essential theories and models in a lively way and close to everyday life. The following elements also help you to quickly grasp and effectively learn the contents of the textbook "Consumer Behaviour":

• Case studies
• Descriptions of relevant studies
QR codes to video content (e.g. videos and websites)

This makes this book ideal for reviewing lectures and preparing for exams. At the end of each chapter you will find questions for self-monitoring and recommended reading.

Prof. Dr. Stefan Hoffmann is Professor of Marketing at the Christian-Albrechts-Universität zu Kiel. His research focuses on ethical consumer behavior, marketing communication, marketing research and intercultural marketing.

Dr. Payam Akbar is a business psychologist. He researches and teaches on the topics of marketing management and consumer behavior at the Chair of Marketing at Christian Albrechts University in Kiel. Previously, he gained several years of professional experience in the field of e-commerce and multi-channel retailing.