Consumer behavior: understanding consumers-designing marketing activities

By:

Hoffmann, Stefan

Contributor(s):

Akbar, Payam

Material type: Text

TextPublication details: Springer Wiesbaden 2023Description: xi, 187 pISBN:

9783658394752

Subject(s):

Consumer behavior

DDC classification:

658.8342 HOF

Summary: 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": They begin with the understanding of the term and briefly outline the theoretical as well as methodological approach to consumer behaviour. 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. They then show that behaviour differs systematically between different consumer groups. For this purpose, they consider influences from the social, physical and media environment. 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. (https://link.springer.com/book/10.1007/978-3-658-39476-9)

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Holdings
Item type	Current library	Collection	Call number	Copy number	Status	Date due	Barcode
Book	Indian Institute of Management LRC General Stacks	Marketing	658.8342 HOF (Browse shelf(Opens below))	1	Available		006615

Table of content:
Front Matter
Pages i-xi
Download chapter PDF
Consumer and Behavior
Stefan Hoffmann, Payam Akbar
Pages 1-13
Consumer Behavior Research
Stefan Hoffmann, Payam Akbar
Pages 15-30
Motivation
Stefan Hoffmann, Payam Akbar
Pages 31-49
Emotion
Stefan Hoffmann, Payam Akbar
Pages 51-65
Cognition
Stefan Hoffmann, Payam Akbar
Pages 67-83
Attitude
Stefan Hoffmann, Payam Akbar
Pages 85-97
Decision
Stefan Hoffmann, Payam Akbar
Pages 99-116
Interindividual Differences
Stefan Hoffmann, Payam Akbar
Pages 117-129
Social Environment
Stefan Hoffmann, Payam Akbar
Pages 131-144
Physical Environment
Stefan Hoffmann, Payam Akbar
Pages 145-162
Media Environment
Stefan Hoffmann, Payam Akbar
Pages 163-174
Changing Consumer Behavior
Stefan Hoffmann, Payam Akbar
Pages 175-187
[https://link.springer.com/book/10.1007/978-3-658-39476-9]

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":

They begin with the understanding of the term and briefly outline the theoretical as well as methodological approach to consumer behaviour.
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.
They then show that behaviour differs systematically between different consumer groups. For this purpose, they consider influences from the social, physical and media environment.
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.
(https://link.springer.com/book/10.1007/978-3-658-39476-9)

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