The Standard Reference on Purchase Decision Behavior
33 Fascinating Purchase Decision Phenomena
The authors Dr. Sebastian Oetzel & Andreas Luppold
… from behavioral economics, psychology, or purely data-driven analysis. This narrow focus can lead to misleading conclusions. The authors Dr. Sebastian Oetzel and Andreas Luppold show that purchase decision phenomena are often shaped by multiple factors.
Only a holistic approach – combining economic and psychological theories with laboratory and field experiments – allows purchase decisions to be truly understood. Supported by original academic studies and test results from real supermarkets, the authors aim to encourage critical thinking and bring science and practice closer together.
The book offers a unique collection of scientifically examined effects related to purchase decisions, helping readers gain deeper insights into the underlying, often hidden processes. Numerous case studies are presented in an engaging, clear, and concise way, enriched with practical tips – from the absolute number heuristic to ad blockers.
With a foreword by Dr. Alexander Lauer (Aldi Nord) and Prof. Dr. Bernd Skiera (Goethe University Frankfurt).
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