This standard work provides a scholarly and clear introduction to understanding consumer
behaviour both for those with practical involvement in marketing and for students in bachelor=s
and master=s programs. Other works in the field classify the determinants of consumer behaviour
into internal and external factors. This new edition stays with the tried and tested
Trommsdorff approach according to which behaviour is explained by states and processes.
Knowledge of the states of the target persons (activation emotions motives attitudes values
lifestyles) makes it possible for marketing activities to adapt to and segment target groups in
specific ways. Understanding the processes (perceiving learning storing and deciding) helps
marketing practice to communicate appropriately and influence consumers effectively.
Post-purchasing behaviour which is becoming increasingly important in practice is discussed
in a separate chapter and futile consumer behaviour is also examined. Socially problematic
issues are becoming an increasing concern. Further developments in methods of marketing and
behavioural research are presented chapter by chapter. The theoretical foundations are
illustrated in a practical manner with plenty of updated examples.
