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Einstellung

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Konsumentenverhalten

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Zusammenfassung

In diesem Kapitel lernen Sie, welcher Zusammenhang zwischen Einstellungen und Verhalten besteht, wie man Einstellungen misst, wie man Einstellungen ändern kann und was implizite Einstellungen sind und wie man sie misst, indem Sie die Einstellung des Konsumenten durch folgende Theorien und Modelle betrachten: Drei-Komponenten-Modell, Theorie des geplanten Verhaltens, Fishbein-Modell, Elaboration-Likelihood-Modell und MODE-Modell.

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Authors and Affiliations

  1. Institut für Betriebswirtschaftslehre, Christian-Albrechts-Universität zu Kiel, Kiel, Schleswig-Holstein, Deutschland

    Stefan Hoffmann & Payam Akbar

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  1. Stefan Hoffmann
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  2. Payam Akbar
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Correspondence to Stefan Hoffmann .

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Hoffmann, S., Akbar, P. (2019). Einstellung . In: Konsumentenverhalten. Springer Gabler, Wiesbaden. https://doi.org/10.1007/978-3-658-23567-3_6

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  • DOI: https://doi.org/10.1007/978-3-658-23567-3_6

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