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Konsumentenverhalten: Entwicklung, Abhängigkeiten, Möglichkeiten by Gerold Behrens

Konsumentenverhalten: Entwicklung, Abhängigkeiten, Möglichkeiten

by Gerold Behrens
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Book cover type: Paperback
  • ISBN13: 9783790805598
  • Binding: Paperback
  • Subject: N/A
  • Publisher: Physica-Verlag
  • Publisher Imprint: Physica-Verlag
  • Publication Date:
  • Pages: 301
  • Original Price: EUR 46.72
  • Language: German
  • Edition: 2., Uberarb. U.
  • Item Weight: 499 grams
  • BISAC Subject(s): Marketing / Research

Konsumentenverhalten ist ein zentrales Fach der verhaltensorientierten Betriebs- wirtschaftslehre. Die hierzu veröffentlichten Monographien, Aufsätze und Arbeits- papiere sind kaum zu übersehen. Es gibt spezielle Fachzeitschriften und Fach- kongresse. Auch an Lehrbüchern über Konsumentenverhalten herrscht kein Mangel. Ein neues Buch über Konsumentenverhalten mu daher mehr bieten als eine systematische Übersicht über Forschungsergebnisse. Die Zielsetzung dieser Veröffentlichung ist höher angesetzt worden. Ausgangspunkt ist die Überzeugung, da es notwendig ist, Konsumentenverhalten empirisch zu erforschen, aber auch die Einsicht, da die empirische Forschung nur einen Ausschnitt des Konsumentenverhaltens erfassen kann. Empirische Forschung beschreibt relativ einfache Zusammenhänge und Gegenwärtiges, aber nicht die Komplexität vieler Prozesse sowie die Genese der Erscheinungen und versagt, wenn selbstbestimmtes Handeln Regelmä igkeiten durchbricht. Erscheinungen des Konsumentenverhaltens werden in dieser Veröffentlichung systematisch als das Ergebnis einer evolutionären Entwicklung dargestellt. Dadurch wird der Widerspruch zwischen der empirischen und geisteswissenschaftlichen Forschung aufgelöst. Die verschiedenen Forschungsergebnisse erhalten eine umfas- sende theoretische Basis und können in Zusammenhänge eingeordnet werden. Neue Aspekte werden deutlich wie die Bedeutung der Motorik für Erklärungen des Konsumentenverhaltens. Darauf wurde in der Konsumentenforschung bisher kaum eingegangen. In dieser Veröffentlichung findet man dazu ein Kapitel.

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