Werbe- und Konsumentenpsychologie

How does advertising work? How are purchasing decisions influenced? How susceptible are we as consumers? Which marketing methods are effective and why? The book "Advertising and Consumer Psychology" provides answers to these questions. With the fifth edition of this long-successful and exam-relevant textbook classic, you hold the psychological foundations of neuromarketing and behavioral economics in your hands. Did you know that a significant part of our consumption behavior is driven by automatic, unconscious, and implicit processes? In this easily understandable yet scientifically rigorous book, you will learn about the actual role these processes play. This new edition has been expanded to include a wealth of current research findings as well as new sections and chapters on digital marketing, influencer advertising, the importance of customer reviews, the implications of e-commerce, online and mail-order retail, and innovative advertising forms such as ambient marketing and native advertising.