Includes references ( p.185- p.187).

Intro
Preface to the Second Edition
Contents
1: Consumer and Behavior
1.1 What Is Consumer Behavior?
1.2 Why Is Knowledge About Consumer Behavior Important?
1.3 Explanatory Models of Consumer Behavior
1.3.1 Total Models of Consumer Behavior
1.3.1.1 Structural Models
1.3.1.2 Process Models
1.3.2 Partial Models of Consumer Behavior
1.4 Overview of Consumer Behavior Topics
1.5 Learning Aid
Further Reading
References
2: Consumer Behavior Research
2.1 Object and Tasks of Consumer Behavior Research
2.2 Basic Research Approaches 2.2.1 Quantitative Research Methods
2.2.2 Qualitative Research Methods
2.2.3 Mixed Methods as a Link Between Research Approaches
2.3 Primary vs. Secondary Research
2.4 Forms of Information Retrieval
2.4.1 Surveys and Operationalization of Constructs
2.4.2 Observation of Subjects
2.4.3 Instrument-Based Procedures and Consumer Neuroscience
2.4.4 Experiments and the Proof of Causality
2.5 Learning Aid
Further Reading
References
3: Motivation
3.1 Characteristics of Motivated Action
3.1.1 Motives and Motivation
3.1.2 Pursuit of Effectivity 3.1.3 Goal Engagement and Goal Disengagement
3.2 Motivation as a Product of Person and Situation
3.2.1 Personal Factors
3.2.2 Situational Factors
3.3 Explaining Consumer Behavior Through Motivational Theories
3.3.1 Content Theories of Motivation
3.3.1.1 Maslow's Hierarchy of Needs
3.3.1.2 Herzberg's Two-Factor Theory
3.3.2 Process Theories of Motivation: The VIE Theory
3.3.3 Regulatory Focus Theory
3.3.4 Lewin's Field Theory
3.4 Motives of Consumer Behavior
3.4.1 Cross-Behavioral Consumer Motives
3.4.2 Behavior-Specific Consumer Motives 3.5 Measurement of Motives
3.6 Learning Aid
Further Reading
References
4: Emotion
4.1 Characteristics of Emotions
4.1.1 Features of Emotions
4.1.2 Components of an Emotion
4.1.3 From Consumer Emotion to Consumer Motivation
4.2 Emotion Theories to Explain Consumer Behavior
4.2.1 Biological Approaches
4.2.2 Cognitive Approaches
4.2.2.1 Two-Factor Theory of Emotion
4.2.2.2 Protection Motivation Theory
4.3 Making Consumer Emotions Measurable
4.3.1 Verbal Procedures
4.3.2 Instrument-Based Procedures
4.4 Learning Aid
Further Reading

his book teaches the basics of consumer behavior and analyzes what influences purchase decision processes in the long term. Why is the shopping cart fuller than planned? Why do people want the latest smartphone so badly? The authors clarify these and other questions by first summarizing how motivational, emotional, and cognitive processes determine consumer behavior. They then show how consumer groups differ in their behavior and what role the social, physical and media environment plays. The book follows a consistent didactic concept. As a reader, you observe the fictional characters Lea and Ben in numerous consumption situations and learn about essential theories and models of consumer behavior. Case studies, descriptions of relevant studies, QR codes for video content and questions for self-monitoring ensure quick comprehension and effective learning. The content Consumers and behaviour Consumer Behavior Research Motivation, emotion, cognition, attitude, decision Interindividual differences Social environment, physical environment, media environment Changing consumer behaviour The authors Prof. Dr. Stefan Hoffmann is Professor of Marketing at the Christian-Albrechts-Universitat in Kiel. Dr. Payam Akbar is a business psychologist. He researches and teaches on the topics of marketing management and consumer behavior at the Chair of Marketing at Christian Albrechts University in Kiel. Previously, he gained several years of professional experience in the field of e-commerce and multi-channel retailing. 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

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