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Key Learnings: Marketing in der Krise?

In: Context-Marketing

Author

Listed:
  • Ralph Ohnemus

    (K&A BrandResearch AG)

Abstract

Zusammenfassung In diesem Kapitel werden die Erkenntnisse zum menschlichen Entscheidungsverhalten zusammengefasst. Wir schlussfolgern, dass Menschen sich in ihren Kaufentscheidungen wenig von Einstellungen und ihrer Persönlichkeit leiten lassen, sondern ganz pragmatisch Kaufentscheidungen auf Basis ihrer kontextuellen Lebenserfahrung treffen.

Suggested Citation

  • Ralph Ohnemus, 2021. "Key Learnings: Marketing in der Krise?," Springer Books, in: Ralph Ohnemus & Uwe H. Lebok & Florian Klaus (ed.), Context-Marketing, chapter 0, pages 93-94, Springer.
    • Handle: RePEc:spr:sprchp:978-3-658-34291-3_6
    DOI: 10.1007/978-3-658-34291-3_6
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