The buyer's instinct. From a simple model of consumer behavior to reliable marketing strategies
The buyer's instinct. From a simple model of consumer behavior to reliable marketing strategies
Book Description
Why do we make purchases? What motivates us? People rarely realize why they buy certain things, and often behave irrationally. But a person's purchasing behavior is formed not just under the influence of emotions, it is largely socially conditioned, as a "survival program" in conditions of social competition in complex societies. The book presents a modern, practical understanding of consumer behavior. Various approaches from economics, social sciences, psychology and cultural studies are combined and placed in a social context. A simple model helps to better understand "good" consumer behavior, reasonable and meaningless purchases. Every reader of this book will be able to understand the basic consumer motives and thereby better manage their daily purchasing behavior. Both consumers and companies can rethink the culture of consumption, which is culturally more productive and psychologically more valuable than the "old" idea of an imperfect consumer who can be manipulated
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