{"product_id":"9783658447984","title":"33 Phenomena of Purchasing Decisions: Understanding Customer Behavior - Knowledge and Inspiration","description":"\u003ch1\u003e33 Phenomena of Purchasing Decisions: Understanding Customer Behavior - Knowledge and Inspiration\u003c\/h1\u003e \u003ch2\u003eOetzel, Sebastian; Luppold, Andreas\u003c\/h2\u003e \u003cp\u003e\u003c\/p\u003e\u003cp\u003eThis 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?\u003c\/p\u003e\n\n\u003cp\u003eAs 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\".\u003c\/p\u003e\n\n\u003cp\u003eIn 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.\u003c\/p\u003e\n\n\u003cp\u003eA 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.\u003c\/p\u003e\n\n\u003cp\u003eWith a foreword by Dr. Alexander Lauer (Aldi Nord) and Prof. Dr. Bernd Skiera (Goethe University Frankfurt).\u003c\/p\u003e\n\n\u003cp\u003eExcerpt from exciting questions for which you will find insights and actionable answers:\u003c\/p\u003e\n\n\u003cul\u003e\n\t\u003cli\u003eWhy we should use positive frames. And why the higher number brings more.\u003c\/li\u003e\n\t\u003cli\u003eWhy \"€ 0.-\" is better than \"Free\". And why the chance to get it for free works better than a guaranteed discount.\u003c\/li\u003e\n\t\u003cli\u003eWhy individuality can lead to more dissatisfaction. And why men shouldn't shop together.\u003c\/li\u003e\n\t\u003cli\u003eWhy price guarantees can lead to higher prices for buyers. And why they simultaneously improve the retailer's price image.\u003c\/li\u003e\n\t\u003cli\u003eWhy we are unconsciously influenced by stimuli before making a purchase decision. And why some stimuli tempt us to do exactly the opposite.\u003c\/li\u003e\n\u003c\/ul\u003e\n\n\u003cp\u003e... and 28 more phenomena.\u003c\/p\u003e \u003ch3\u003eDetails\u003c\/h3\u003e \u003cp\u003ePublished by: Springer Gabler\u003c\/p\u003e \u003cp\u003ePublication Date: 2024-08-30\u003c\/p\u003e \u003cp\u003eFormat: Paperback\u003c\/p\u003e \u003cp\u003eISBN-13: 9783658447984\u003c\/p\u003e \u003cp\u003eDOI: 10.1007\/978-3-658-44799-1\u003c\/p\u003e \u003cp\u003eDimensions: 235cm x155cm\u003c\/p\u003e \u003cp\u003ePages: 186\u003c\/p\u003e ","brand":"Springer Fachmedien Wiesbaden","offers":[{"title":"Default Title","offer_id":45590148350092,"sku":"9783658447984","price":76.49,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0710\/9545\/1788\/files\/9783658447984.jpg?v=1776093426","url":"https:\/\/fh90cf-fv.myshopify.com\/products\/9783658447984","provider":"Late Knight Books and Services, LLC","version":"1.0","type":"link"}