Consumer and business behaviour in the context of NLP.

      Аннотация: The aim of the book is to define selected attributes of neurolinguistic programming (NLP), business and consumer behaviour, and to examine them in their interrelationships. The research is based on a current understanding of the issue with an emphasis on application in managerial practice. The publication is divided into five chapters. The first chapter describes the concept of neurolinguistic programming, its techniques, and possibilities of its use. The second chapter focuses on consumer behaviour, the personality of consumers, their decisions and subcultures. The third chapter discusses the issue of business behaviour. It characterizes businessmen, their personalities in terms of the Big five model and looks at business behaviour in terms of ethics. In the fourth chapter, NLP is combined with business behaviour describing the possibilities of using NLP in this field. The fifth chapter is devoted to the research conducted, using the NLP methodology to examine the consumer's personality and compare the results to previous research. The book will enrich the knowledge of business and consumer behaviour using NLP methodology and create inspiration for new research.

Ключевые слова: consumer behaviour, business behaviour, Neurolinguistic Programming