"Why do some countries succeed while others struggle? Why are some firms profitable while rivals fail? Why do some marriages thrive and others end in divorce? These questions seem unrelated, but societies, companies, and marriages have one important thing in common: they involve more than one...

A renowned branding consultant and behavioral psychologist shows readers how to appeal to the hidden brain where instinct prevails, creating a network of connections that convince people to buy into your product, idea, or vision

Spiess umreisst grundlegende Erkenntnisse aus der allgemeinen, der Persönlichkeits- und der Sozialpsychologie und bezieht diese auf den Kontext des Konsumenten sowie den Prozess des Kaufens und Verkaufens. In Teil 2 werden dann neuere Aspekte der Konsumwelt und des Konsumentenverhaltens...