33 phenomena of purchasing decisions: understanding customer behavior-knowledge and inspiration
- Cham Springer 2024
- xii, 186 p.
Table of contents: Front Matter Pages i-xii Download chapter PDF Is the glass Half Full or Half Empty? Absolute-Number-Heuristic Sebastian Oetzel, Andreas Luppold Pages 1-5 How Are We Influenced by Music? Acoustic Stimuli Sebastian Oetzel, Andreas Luppold Pages 7-10 How High is Our Willingness to Pay? Asymmetric Information Sebastian Oetzel, Andreas Luppold Pages 11-16 Are We Confused by Too Much Choice? Choice Overload Sebastian Oetzel, Andreas Luppold Pages 17-21 Is the Choice of the Middle Rational? Compromise Effect Sebastian Oetzel, Andreas Luppold Pages 23-28 Do We Only Read What We Want to Read? Confirmation Bias Sebastian Oetzel, Andreas Luppold Pages 29-33 Are We Deceived by a Decoy? Decoy Effect Sebastian Oetzel, Andreas Luppold Pages 35-39 How Well Can We Compare Prices? Ease-of-Computation Effect Sebastian Oetzel, Andreas Luppold Pages 41-44 How Do Hunger and Caffeine Influence Us? Energetic Arousal Sebastian Oetzel, Andreas Luppold Pages 45-49 Why is There Champagne On Offer at New Year’s Eve? Prisoner’s Dilemma Sebastian Oetzel, Andreas Luppold Pages 51-54 What Influences Our Appreciation of Products? Handmade Effect Sebastian Oetzel, Andreas Luppold Pages 55-59 When Do We Buy Spontaneously? Impulse Buying Sebastian Oetzel, Andreas Luppold Pages 61-64 How Adapted Do We Buy? Conformity Sebastian Oetzel, Andreas Luppold Pages 65-69 How Do We Orient Ourselves on the Shelf? Congruence Sebastian Oetzel, Andreas Luppold Pages 71-75 What is a Click Worth? Correlation or Causality Sebastian Oetzel, Andreas Luppold Pages 77-81 Do We Spend More Money When We are Satisfied? Customer Satisfaction Sebastian Oetzel, Andreas Luppold Pages 83-88 Which Numbers Influence Us? Left-Digit Effect Sebastian Oetzel, Andreas Luppold Pages 89-94 Do We Plan Spontaneous Purchases? Mental Accounting Sebastian Oetzel, Andreas Luppold Pages 95-100 Do We Get the Lowest Price With a Price Guarantee? Low Price Guarantees Sebastian Oetzel, Andreas Luppold Pages 101-105 [https://link.springer.com/book/10.1007/978-3-658-44799-1]
This book will help you better understand the purchase decisions of your customers: How do customers decide? Are we confused by too much choice? Are we deceived by a decoy on the shelf? How well can we compare prices? How do hunger and caffeine influence our purchasing behavior?
As a marketing and sales professional, you regularly deal with purchase decisions made by your customers regarding your product offerings. Marketing decisions are sometimes made under great uncertainty and with little reliable knowledge – but with a lot of "gut feeling".
In 33 short chapters, Sebastian Oetzel and Andreas Luppold, experts in shopper marketing and shopper research, present relevant factors and phenomena that influence purchasing decisions. The authors illuminate various aspects of purchase decision-making and discuss and sometimes refute common hypotheses from the perspectives of classical economics, behavioral economics, and psychology.
A book for anyone professionally or academically involved in purchase decisions – and for anyone who wants to better understand and question their own purchase decision-making processes.
With a foreword by Dr. Alexander Lauer (Aldi Nord) and Prof. Dr. Bernd Skiera (Goethe University Frankfurt).
Excerpt from exciting questions for which you will find insights and actionable answers:
Why we should use positive frames. And why the higher number brings more. Why "€ 0.-" is better than "Free". And why the chance to get it for free works better than a guaranteed discount. Why individuality can lead to more dissatisfaction. And why men shouldn't shop together. Why price guarantees can lead to higher prices for buyers. And why they simultaneously improve the retailer's price image. Why we are unconsciously influenced by stimuli before making a purchase decision. And why some stimuli tempt us to do exactly the opposite. ... and 28 more phenomena.