Does this subliminal messaging thing work psychologically

Consumer behavior

Marketing Management pp 25-142 | Cite as

  • Christian Homburg
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Summary

Consumer behavior is determined within the framework of the Consumer behavior research systematically examined. As an interdisciplinary research area, this integrates considerations from psychology, sociology, biological behavior research and marketing. While general psychology usually regards the individual as an isolated unit, sociology deals with the interaction between individuals. Biological behavior research deals with the relationship between psychological and physical processes at the level of the individual. From the point of view of marketing, it is particularly important to derive an economic benefit from the knowledge about consumer behavior. Through targeted measures, consumer behavior should be used or influenced in terms of corporate goals.

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Copyright information

© Springer Fachmedien Wiesbaden 2017

Authors and Affiliations

  1. 1. Institute for Market-Oriented Management (IMU), Chair for Business-to-Business Marketing, Sales & Pricing, University of Mannheim, Mannheim, Germany