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Marktpsychologie
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Dieses Buch liefert psychologische Erklrungen fr das Verhalten von Menschen auf Mrkten. Es beinhaltet einen umfassenden berblick ber psychologische Theorien, die fr die Marktpsychologie relevant sind. Die Kernaussagen der Theorien und deren Erkenntnisse werden beschrieben und anhand typischer Fragestellungen aus dem Marktgeschehen illustriert. Die Anwendungsbeispiele stammen berwiegend aus dem Marketing und der Personalwirtschaft. Neu in der 5. Auflage Die fnfte Auflage wurde berarbeitet und aktualisiert. Das Kapitel Ego-Depletion Verlust an Kontrolle: Die Theorie begrenzter Ressourcen der Selbstkontrolle wurde vollstndig berarbeitet und um die Revision des mechanistischen Ressourcenmodells von Michael Inzlicht und Brandon Schmeichel ergnzt.
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