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Bücher Englische Bücher Wissen & Bildung Sozialwissenschaft, Recht, Wirtschaft Wirtschaft Werbung & Marketing 33 Phenomena of Purchasing Decisions
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33 Phenomena of Purchasing Decisions
Sebastian Oetzel, Andreas Luppold (Broschiert, Englisch)
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Beschreibung
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. 80,24 €
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Technische Daten
Erscheinungsdatum
30.08.2024
Sprache
Englisch
EAN
9783658447984
Herausgeber
Springer Fachmedien Wiesbaden GmbH
Sonderedition
Nein
Autor
Sebastian Oetzel, Andreas Luppold
Seitenanzahl
186
Einbandart
Broschiert
Buch Untertitel
Understanding Customer Behavior - Knowledge and Inspiration
Schlagwörter
Purchase Decision Behavior, Factors Influencing Purchase, Shopper Marketing, Einflussfaktoren auf die Kaufentscheidung, How Customers Make Their Decision, How Customers Decide, Theoretical Explanatory Approaches to Purchase Decision, Empirical Examination of Purchase Behavior
Thema-Inhalt
KJS - Marketing und Vertrieb
Höhe
235 mm
Breite
15.5 cm
Transparenz & Sicherheit
Hersteller: Springer Gabler, Europaplatz 3, Heidelberg, Deutschland, 69115, ProductSafety@springernature.com, Springer Nature Customer Service Center GmbH
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