Consumer Behavior: Understanding Consumers- Designing Marketing Activities

The textbook Consumer Behavior is a detailed and comprehensive guide to consumer behavior research, focusing on the influence of advertising on purchase decisions. It covers the basics of consumer behavior, including motivation, emotion, cognition, attitude, and decision-making, and discusses how behavior differs between different consumer groups. The book is revised and updated and includes practical aids such as case studies, descriptions of relevant studies, and QR codes to video content. It is ideal for students in business administration, psychology, communications, and related disciplines, and provides questions for self-monitoring and recommended reading.

Format: Paperback / softback
Length: 187 pages
Publication date: 04 January 2023
Publisher: Springer

This comprehensive textbook delves into the intricate realm of consumer behavior research, offering a detailed exploration of the central question of whether and how advertising exerts a lasting impact on the purchase decision process. With a focus on consumer behavior and market research, the book provides a comprehensive and accessible introduction to the fundamentals of consumer behavior.

Beginning with an understanding of the term and outlining the theoretical and methodological approach to consumer behavior, the authors, Stefan Hoffmann and Payam Akbar, delve into the various influences that shape consumer behavior. These influences encompass internal factors such as motivation, emotion, cognition, attitude, and decision-making, as well as external factors originating from the social, physical, and media environments.

The textbook further highlights the systematic differences in behavior between different consumer groups, considering the impact of social, physical, and media environments. By examining these influences, the authors illustrate how buying behavior is intricately intertwined with broader societal developments, leading to constant changes over time.

In the second edition of this textbook, the authors have revised and updated their content, ensuring that it remains current and relevant for students in various disciplines, including business administration, psychology, communications, and related fields. The book follows a consistent didactic concept, employing fictional characters Lea and Ben to engage readers through numerous consumption scenarios.

Throughout the textbook, practical aids and examples are provided to enhance understanding and application of the concepts discussed. Whether you are a student seeking to deepen your knowledge of consumer behavior or a professional seeking to enhance your understanding of marketing strategies, this textbook offers valuable insights and tools to aid your academic or professional journey.

Weight: 347g
Dimension: 240 x 168 (mm)
ISBN-13: 9783658394752
Edition number: 1st ed. 2023