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Product Description Christin Haehnel entwickelt ein Modell zur Wirkung von Emotionen bei Buying CenterEntscheidungen, welches nicht nur die individuelle Ebene des einzelnen Entscheiders, sondern zudem auch die bergeordnete Gruppenebene (Buying CenterEmotion) bercksichtigt. From the Back Cover Kaufentscheidungen werden auf Industriegtermrkten in der Regel nicht von Einzelpersonen getroffen, sondern durch eine Gruppe von Mitarbeitern, sogenannte Buying Center. Christin Haehnel entwickelt ein Modell zur Wirkung von Emotionen bei Buying CenterEntscheidungen, welches nicht nur die individuelle Ebene des einzelnen Entscheiders, sondern zudem auch die bergeordnete Gruppenebene (Buying CenterEmotion) bercksichtigt. Anhand der empirischen Modellprfung zeigt die Autorin die magebliche Beteiligung von Emotionen an industriellen Kaufentscheidungen auf und appelliert an MarketingPraxis und Forschung, Emotionen verstrkt Aufmerksamkeit zu widmen. About the Author Dr. Christin Haehnel promovierte bei Prof. Dr. Markus Voeth am Lehrstuhl fr Marketing I der Universitt Hohenheim.
⚠️ WARNING (California Proposition 65):
This product may contain chemicals known to the State of California to cause cancer,
birth defects, or other reproductive harm.
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