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Multisensorisches Marketing und dessen Grenzen im Online-Bereich by Denise Bartlett

Multisensorisches Marketing und dessen Grenzen im Online-Bereich

by Denise Bartlett
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₹4,275.00
₹4,275.00
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Book cover type: Paperback
  • ISBN13: 9783346278944
  • Binding: Paperback
  • Subject: N/A
  • Publisher: Grin Verlag
  • Publisher Imprint: Grin Verlag
  • Publication Date:
  • Pages: 36
  • Original Price: USD 40.9
  • Language: German
  • Edition: 1. Auflage
  • Item Weight: 59 grams
  • BISAC Subject(s): Applied Psychology

Studienarbeit aus dem Jahr 2020 im Fachbereich Psychologie - Wirtschaftspsychologie, Note: 1,3, SRH Hochschule Riedlingen, Sprache: Deutsch, Abstract: Ziel der vorliegenden Arbeit ist es, kritisch zu analysieren, inwiefern multisensorisches Marketing auf dem aktuellen Markt genutzt wird und welche Grenzen sich im Online-Bereich ergeben. Auf den heutigen Konsumgütermärkten sowie im Alltag herrscht eine regelrechte Reizüberflutung, denn ca. 3000 bis 13000 Werbebotschaften strömen täglich auf jeden Menschen beziehungsweise Konsumenten ein. Dadurch entsteht ein starker Wettbewerbsdruck zwischen den Firmen, weshalb immer wieder neue multisensorische Werbestrategien entwickelt werden. Der menschliche Geist ist durch eine ununterbrochene Aktivität gekennzeichnet. Fortlaufend registriert er sensorischen Input und konstruiert sich seine perzeptuelle Welt. Der Kunde trifft Kaufentscheidungen nicht auf einer rationalen, sondern eher auf einer emotionalen Ebene. 95 Prozent aller Gedanken und kognitiver Vorgänge laufen unbewusst ab und werden durch den sogenannten Autopiloten entschieden. Werden visuelle Eindrücke mit anderen Reizen, die verschiedene Sinnesmodalitäten ansprechen, kombiniert, so bleibt die Information besser im Gedächtnis verankert. Ein optimaler Werbeeffekt wird durch die kongruente Stimulation aller fünf Sinne erwirkt.

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