relevant marketing approaches, and the main consumer segments have been identified. This paper contains empirical research … findings on functional food consumption in Hungary. As a marketing manager or academic, you shall find valuable pieces of …

underlying marketing. Various marketing studies document the non-rational behavior of consumers, even though behavioral biases … behavioral biases in marketing. We summarize the key findings according to three classes of deviations (i.e., non …-standard preferences, non-standard beliefs, and non-standard decision-making) and the marketing mix instruments (i.e., product, price …