Exploring consumer attitudes and activities: Second Edition - Softcover

Maciaszczyk, Magdalena

Softcover

ISBN 10: 6209609902 ISBN 13: 9786209609909

Verlag: LAP LAMBERT Academic Publishing, 2026

Inhaltsangabe

The concept of prosumption refers to a complex and dynamic market behaviour in which consumers not only buy products but also actively participate in the creation and development of goods and services. This involvement blurs the traditional boundaries between producers and consumers, leading to a change in market dynamics.Today's consumers are involved in the co-creation of value and products, transforming themselves from passive buyers to active market participants. Their role goes beyond traditional purchasing decisions to include activities such as creating brand identity and collaborating with producers, changing conventional marketing and management paradigms.Such consumption is in line with the new marketing approach, which integrates both tangible and intangible aspects of market interactions. It emphasises the importance of engaging consumers in meeting social, psychological, and self-realisation needs. As active consumers become more aware of their influence, they significantly influence how well companies meet market expectations and contribute to overall market value.

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Über die Autorin bzw. den Autor

Magdalena Maciaszczyk is an assistant professor at the Faculty of Management, Lublin University of Technology, where she focusses on teaching and research in marketing, marketing communication, advertising, and consumer behaviour. She has a significant academic output, having authored approximately 60 published articles and chapters.

Details zur Ausgabe

• Verlag: LAP LAMBERT Academic Publishing
• Erscheinungsdatum: 2026
• Sprache: Englisch
• ISBN 10: 6209609902
• ISBN 13: 9786209609909
• Einband: Taschenbuch
• Anzahl der Seiten: 236
• Kontakt zum Hersteller: preigu GmbH & Co. KG; mail@preigu.de; ; Lengericher Landstr. 19; Osnabrück; Niedersachsen; 49078; Deutschland