Description
Vom sozialwissenschaftlichen Standpunkt aus wird hier das Verbraucherverhalten in Europa analysiert. Zahlreiche Beispiele und Daten zur Soziodemographie, zur Meinung des Verbrauchers, zum Einsatz von Medien, zum finanziellen Verhalten und zu Umweltaspekten machen das Buch zu einer wertvollen Hilfe in Marktforschung und ffentlichkeitsarbeit. (03/98) Gerrit Antonides is Associate Professor of Economic Psychology in the Faculty of Economics and a Fellow of the Tinbergen Institute at Erasmus University Rotterdam. W. Fred van Raaij is Professor of Marketing and Marketing Communication, and Director of the research institute Erasm at the Rotterdam School of Management, Erasmus University Rotterdam. Introduction and Overview. MACRO-FACTORS IN CONSUMPTION. Demographic Development. Cultural Development. Supply and Use of Products and Services. Consumerism and Consumer Policy. BASIC PROCESSES. Perception and Categorization. Meaning Structure and Values. Motivation and Consumer Behaviour. Attitudes and Emotions. Learning Processes. Decision Processes. Situation and Behaviour. SOCIAL PROCESSES. Families and Household Production. Reference Groups. Innovation. Lifestyle and Consumption of Time. Media Use. Shopping Behaviour. Financial Behaviour. Age Groups and Ethnic Consumer Groups. AFTER-SALES PROCESSES. Consumer Satisfaction and Complaints. Consumption and the Environment. Welfare and Ownership. APPLICATIONS. Market Segmentation and Product Differentiation. Consumer Research. Epilogue. Indexes.
