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Konsumverhalten Verstehen, Beeinflussen Und Messen: Die Psychologie Hinter Effektivem Marketing

Konsumverhalten Verstehen, Beeinflussen Und Messen: Die Psychologie Hinter Effektivem Marketing

          
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About the Book

Wie entscheiden wir, was wir kaufen? Dieses Buch präsentiert faszinierende und wissenschaftlich fundierte Erkenntnisse zum Konsumverhalten und vermittelt anschaulich deren Anwendbarkeit im Marketingalltag von Unternehmen. Jahrzehntelange psychologische Forschung hat zu einem tiefgehenden Verständnis geführt, wie Menschen in Konsumsituationen wahrnehmen und handeln. Die oft verblüffenden Ergebnisse zeigen, wie wir systematisch irrationale Kaufentscheidungen treffen. Denn wir alle folgen bestimmten Wahrnehmungs- und Verhaltensmustern, die uns empfänglich für Beeinflussungen machen.Mit einer anschaulich-bildhaften Darstellung und einem klaren Blick für die Praxis offenbart dieses Buch, wie Forschungserkenntnisse im Marketingalltag Anwendung finden. Manuel Stegemann liefert dabei ein spannendes Leseerlebnis voller Aha-Momente und Empfehlungen für Fachkräfte im Marketing, Handel und Vertrieb, für Studierende und alle, die das eigene Konsumverhalten besser verstehen möchten.Neben den Möglichkeiten zur gezielten Beeinflussung zeigt dieses Buch auch auf, wie der Erfolg messbar gemacht werden kann. Dazu sind empirische Methoden nötig, die im Buch anhand spannender Fallstudien erläutert und angewendet werden.
Aus dem Inhalt

  • Einführung in die Konsumentenpsychologie und in methodische Grundlagen
  • Zahlreiche psychologische Phänomene und Beeinflussungsmöglichkeiten entlang der Wahrnehmungs-, Entscheidungsfindungs- und nachträglichen Bewertungsphase
  • 15 inspirierende Fallstudien zur Anwendung der Techniken und empirischen Überprüfung der Effekte
  • Über 180 Abbildungen und noch mehr lebensnahe Praxisbeispiele
  • Ethische Grenzen der Beeinflussung sowie Hinweise zum Schutz vor Beeinflussungsversuchen


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Product Details
  • ISBN-13: 9783658435998
  • Publisher: Springer Fachmedien Wiesbaden
  • Publisher Imprint: Springer Gabler
  • Height: 234 mm
  • No of Pages: 509
  • Spine Width: 27 mm
  • Weight: 738 gr
  • ISBN-10: 3658435992
  • Publisher Date: 17 May 2024
  • Binding: Paperback
  • Language: German
  • Returnable: Y
  • Sub Title: Die Psychologie Hinter Effektivem Marketing
  • Width: 156 mm


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Konsumverhalten Verstehen, Beeinflussen Und Messen: Die Psychologie Hinter Effektivem Marketing
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