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Werbe- Und Konsumentenpsychologie

Werbe- Und Konsumentenpsychologie

          
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About the Book

Die psychologischen Anteile im Marktgeschehen werden oft als die entscheidenden bezeichnet und sie wirken praktisch auf allen Ebenen: bei Strategieentscheidungen in Unternehmen, an der Börse genauso wie bei der Urlaubsplanung zu Hause oder vor dem Regal im Supermarkt.

Mit diesem seit Jahren erfolgreichen Einführungsbuch halten Sie also die Grundlagen der Neuro- oder Verhaltensökonomie in Händen. Unser Konsumverhalten wird hierin aus der Perspektive unterschiedlicher psychologischer Disziplinen beleuchtet. Die fünfte Auflage ist wieder um eine Vielzahl neuester Erkenntnisse erweitert worden. Wie auch in den Vorauflagen werden dabei die automatischen, nicht weiter kontrollierten und »impliziten« Anteile unseres Verhaltens besonders berücksichtigt.

Für Psychologen bietet das Buch eine konkurrenzlose Aufarbeitung psychologischen Wissens zur Wirkung von Werbung und ihrer Gestaltung auf die Konsumenten. Wirtschaftswissenschaftlern bietet dieses Buch eine wertvolle Einführung in die Regeln, denen das menschliche Verhalten folgt. Studierende der Fachrichtung Graphik/Design finden hier eine Übersicht über die Wirkung spezifischer Gestaltungsmittel.

Dozentenstimmen zu Vorauflagen:

Sicher das beste deutschsprachige Buch über Konsumentenpsychologie. Es steht nicht nur "Psychologie" drauf, es wird fundiert auf die psychologischen Grundlagen eingegangen und darauf aufgebaut. Insbesondere neuere Forschung wurde rezipiert.

Prof. Dr. Michaela Wänke, Universität Mannheim

Das Buch gefällt durch eine enge und einfallsreiche Verknüpfung allgemeiner psychologischer Theorien und Befunde mit Konsumentenverhalten und Werbung. Der Text ist gut verständlich, manchmal sogar witzig. Der Stil unterscheidet sich damit wohltuend von den üblichen Schachtelsätzen deutscher sozialwissenschaftlicher Lehrbücher. Trotz der Flüssigkeit der Sprache bleibt das Buch stets wissenschaftsbasiert.

Prof. Dr. Ullrich Günther, Universität Lüneburg


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Product Details
  • ISBN-13: 9783662654705
  • Publisher: Springer
  • Publisher Imprint: Springer
  • Language: German
  • Returnable: Y
  • ISBN-10: 3662654709
  • Publisher Date: 06 Oct 2023
  • Binding: Hardback
  • No of Pages: 740
  • Weight: 2080 gr


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