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Kognition

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Konsumentenverhalten

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Zusammenfassung

In diesem Kapitel lernen Sie, wie Aufmerksamkeit die Informationsverarbeitung steuert, wie sich steuern lässt, wie Konsumenten einströmende Reize wahrnehmen, wie das Konsumentenverhalten erlernt wird und wie das Konsumwissen organisiert und abgespeichert wird, indem Sie die Kognitionen des Konsumenten durch folgende Theorien und Modelle betrachten: AIDA-Modell, Gestalt-Psychologie, Konditionierung, Drei-Speicher-Modell und Schemata-Theorie.

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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. (2016). Kognition. In: Konsumentenverhalten. Springer Gabler, Wiesbaden. https://doi.org/10.1007/978-3-658-05628-5_5

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  • DOI: https://doi.org/10.1007/978-3-658-05628-5_5

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  • Online ISBN: 978-3-658-05628-5

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