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020 _a9783658447991
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024 7 _a10.1007/978-3-658-44799-1
_2doi
050 4 _aHF5410-5417.5
072 7 _aKJS
_2bicssc
072 7 _aBUS043000
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072 7 _aKJS
_2thema
100 1 _aOetzel, Sebastian.
_eauthor.
_4aut
_4http://id.loc.gov/vocabulary/relators/aut
_983153
245 1 0 _a33 Phenomena of Purchasing Decisions
_h[electronic resource] :
_bUnderstanding Customer Behavior - Knowledge and Inspiration /
_cby Sebastian Oetzel, Andreas Luppold.
250 _a1st ed. 2024.
264 1 _aWiesbaden :
_bSpringer Fachmedien Wiesbaden :
_bImprint: Springer Gabler,
_c2024.
300 _aXII, 186 p. 46 illus., 2 illus. in color.
_bonline resource.
336 _atext
_btxt
_2rdacontent
337 _acomputer
_bc
_2rdamedia
338 _aonline resource
_bcr
_2rdacarrier
347 _atext file
_bPDF
_2rda
505 0 _aUnderstanding the customer's purchasing decisions per purchasing phase -- Advertising - How do I become aware of the product? -- How do I plan the purchase? -- What role does the price play in the purchasing decision? -- What influence do promotions have on the purchasing decision? -- What factors increase the likelihood of an unplanned purchase? -- What factors influence the purchasing decision in the shop? -- How do I behave at the shelf? After the purchase.
520 _aThis book delves into understanding customer purchase decisions: How do customers decide? Are they overwhelmed by choice? Can a decoy on the shelf influence them? How do factors like hunger and caffeine affect their behavior? Marketing and sales professionals often grapple with uncertain decisions, relying more on intuition than concrete knowledge. In 33 concise chapters, Sebastian Oetzel and Andreas Luppold, experts in shopper marketing and research, explore factors shaping purchasing decisions. They examine various angles, challenging common assumptions through economic, behavioral, and psychological lenses. Ideal for professionals and academics involved in purchase decisions, as well as those curious about their own decision-making processes. Includes insights on: The impact of positive framing and numerical presentation. Why "€ 0.-" surpasses "for free" and the allure of complimentary offerings over discounts. How individuality can breed dissatisfaction and the dynamics of shopping alone vs. with others. The paradox of price guarantees raising prices yet enhancing retailer image. Unconscious stimuli influencing decisions and their counterintuitive effects. Plus, 28 more intriguing phenomena. The Authors Dr. Sebastian Oetzel is a Professor of General Business Administration, particularly Marketing, at the Department of Business at Fulda University of Applied Sciences. His research focuses on the application of quantitative methods to optimize marketing decisions. Andreas Luppold, Dipl. Kaufmann, is the Managing Partner of the consulting firm Innobrands GmbH and also serves as a Leading Consultant & Company Advisor at Yagora GmbH, a market research and consulting firm specializing in purchase decision behavior. The translation was done with the help of artificial intelligence. A subsequent human revision was done primarily in terms of content. This book is a translation of an original German edition. The translation was done with the help of artificial intelligence (machine translation by the service DeepL.com). A subsequent human revision was done primarily in terms of content, so that the book will read stylistically differently from a conventional translation.
650 0 _aMarketing.
_9521
650 1 4 _aMarketing.
_9521
700 1 _aLuppold, Andreas.
_eauthor.
_4aut
_4http://id.loc.gov/vocabulary/relators/aut
_983154
710 2 _aSpringerLink (Online service)
773 0 _tSpringer Nature eBook
776 0 8 _iPrinted edition:
_z9783658447984
776 0 8 _iPrinted edition:
_z9783658448004
856 4 0 _uhttps://doi.org/10.1007/978-3-658-44799-1
912 _aZDB-2-BUM
912 _aZDB-2-SXBM
999 _c62843
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