Sách/BookAuthors: Stefan Hoffmann (2023)
This book teaches the basics of consumer behavior and analyzes what influences purchase decision processes in the long term. Why is the shopping cart fuller than planned? Why do people want the latest smartphone so badly? The authors clarify these and other questions by first summarizing how motivational, emotional, and cognitive processes determine consumer behavior. They then show how consumer groups differ in their behavior and what role the social, physical and media environment plays. 
