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Aktivierende Prozesse zum Konsumverhalten, Bestimmung von Kaufentscheidungstypen und Methoden der psychologischen Marktforschung by Hartleff, Madeleine

Aktivierende Prozesse zum Konsumverhalten, Bestimmung von Kaufentscheidungstypen und Methoden der psychologischen Marktforschung

by Madeleine Hartleff
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Book cover type: Paperback
  • ISBN13: 9783346471840
  • Binding: Paperback
  • Subject: N/A
  • Publisher: Grin Verlag
  • Publisher Imprint: Grin Verlag
  • Publication Date:
  • Pages: 40
  • Original Price: USD 13.9
  • Language: German
  • Edition: 1. Auflage
  • Item Weight: 64 grams
  • BISAC Subject(s): Applied Psychology

Einsendeaufgabe aus dem Jahr 2020 im Fachbereich Psychologie - Wirtschaftspsychologie, Note: 1,0, SRH Fernhochschule, Sprache: Deutsch, Abstract: Im ersten Teil der Arbeit wird auf die einzelnen Bereiche, Aktivierung, Emotion, Motivation und Einstellung, im Kontext des Konsumentenverhaltens genauer eingegangen. Innere psychische Vorgänge haben einen wesentlichen Stellenwert in der Erforschung des Konsumentenverhaltens. Es wird zwischen aktivierenden und kognitiven Prozessen unterschieden. In dieser Arbeit werden ausschlie lich die aktivierenden Prozesse betrachtet. Im zweiten Teil werden werden die vier Kaufentscheidungstypen vorgestellt und jeweils anhand eines Beispiels erläutert: Die Konsumentenforschung unterscheidet sie entsprechend ihrer kognitiven Kontrolle. Extensive und limitierte (vereinfachte) Kaufentscheidungen sind stärker kognitiv kontrolliert und habitualisierte (gewohnheitsmä ige) und impulsive Kaufentscheidungen schwächer kognitiv kontrolliert. Im dritten Teil werden drei Methoden der psychologischen Marktforschung bzw. Konsumentenforschung beleuchtet. Für die Untersuchung bieten sich qualitative und quantitative Forschungsdesigns an. Dabei untersucht die quantitative Forschung anhand von gro en Datenmengen eine Forschungsfrage. Die Ergebnisse werden mithilfe von Zahlen ausgedrückt. Hingegen werden bei der qualitativen Forschung aktivierte und kognitive Prozesse an einer kleinen Stichprobe untersucht, um Erkenntnisse in bisher wenig erforschten Bereichen zu erlangen. In der Literatur wird im Regelfall zwischen drei Verfahren unterschieden: qualitative Studien, deskriptive Studien und kausale Studien. Diese werden hier näher beschrieben.

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