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Kognitive Konsumentenverhaltensforschung

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Innovatives Marketing

Zusammenfassung

Der verhaltenswissenschaftlichen Konsumentenforschung liegt das neobehavioristische Paradigma zugrunde. Danach ist das Verhalten (Response) eines Individuums eine Folge von extern beobachtbaren Variablen (Stimuli) und darauf folgenden internen psychischen Variablen (Organism).

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Authors
  1. Peter Weinberg
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  2. Sandra Diehl
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Editors and Affiliations

  1. Lehrstuhl für Marketing der Friedrich-Alexander-Universität Erlangen-Nürnberg, Deutschland

    Alexander Haas (wissenschaftlicher Assistent und Habilitand) & Björn Sven Ivens (wissenschaftlicher Assistent und Habilitand) (wissenschaftlicher Assistent und Habilitand) &  (wissenschaftlicher Assistent und Habilitand)

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Weinberg, P., Diehl, S. (2005). Kognitive Konsumentenverhaltensforschung. In: Haas, A., Ivens, B.S. (eds) Innovatives Marketing. Gabler Verlag, Wiesbaden. https://doi.org/10.1007/978-3-322-89480-9_5

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  • DOI: https://doi.org/10.1007/978-3-322-89480-9_5

  • Publisher Name: Gabler Verlag, Wiesbaden

  • Print ISBN: 978-3-322-89481-6

  • Online ISBN: 978-3-322-89480-9

  • eBook Packages: Business and Economics (German Language)

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