Blättel-Mink, B. & P. Kenning (Eds.)Paradoxes of consumer behavior – Documentation of the 2017 annual conference of the Consumer Research Network

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Birgit Blättel-Mink & Peter Kenning (Eds.)

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Springer Fachmedien Wiesbaden GmbH, Gabler publishing

Consumer behavior is an important indicator for companies in order to successfully design their marketing strategies. Only those who know their target group can respond to their needs and wants. The scientific conference of the Consumer Research Network 2017 aimed to uncover paradoxes, contradictions and ambivalences in consumer behavior. The conference results were documented and analyzed in this book on consumer research.

In addition to discussing the context of consumer research, political speakers also participated at the conference. Therefore, the political consequences of consumer behavior are discussed in this conference volume as well. The book on consumer research takes into account current research results, while identifying future research potential at the same time. It is important to the authors not only to provide access to this knowledge and experience for scientists, but also to appeal to practice-oriented readers. The following topics are covered:

  • Privacy and data protection when shopping online
  • Paradoxes in the use of IT systems
  • Tension between fashion and sustainable consumption
  • Contradictions between digitization and sustainable consumption
  • Consumer policy implications
  • Consequences for consumer and consumer research

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