Attributionsprozesse im Bereich der Marktpsychologie
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Studienarbeit aus dem Jahr 2020 im Fachbereich Psychologie - Wirtschaftspsychologie, Note: 1,3, SRH Fernhochschule, Sprache: Deutsch, Abstract: Die vorliegende Hausarbeit zielt darauf ab, attributionstheoretische Ansätze auf unterschiedliche markt- und werbebezogene Sachverhalte zu übertragen und ein genaueres Augenmerk auf die Attributionstheorie nach Harold Kelley (1973) zu richten. Im ersten Teil wird literaturgestützt eine Begriffsdefinition und eine -abgrenzung des Attributionsbegriffes vorgenommen, indem bisherige Forschungsergebnisse zusammengetragen werden. Im Zuge dessen wird ebenfalls auf die Merkmale und Wirkungen von Attributionen auf das menschliche Verhalten eingegangen. Kelleys Attributionstheorie wird dahingehend näher vorgestellt. Darüber hinaus wird im theoretischen Teil eine Einschätzung der Relevanz von Attributionsprozessen in der Markt- und Werbepsychologie beabsichtigt. Die Übertragung des Kovariationsprinzips nach Kelley dient der praktischen Anwendbarkeit der Theorie und ist ebenfalls als eine Zusammenfassung der Untersuchung aus dem theoretischen Teil zu sehen. Menschen haben ein natürliches Bedürfnis, das eigene Verhalten und das Verhalten anderer Menschen zu verstehen. Um diese und andere Beobachtungen aus der Umwelt nachzuvollziehen, schlie en sie auf Ursachen und gelangen so zu subjektiven Erklärungen der Welt. Ursachenzuschreibungen haben einen Einfluss auf die Gefühle, auf das Verhalten und auf die Leistungsfähigkeit Individuums. Sie bestimmen auch, welche Verhaltensoptionen ein Mensch in Entscheidungssituationen wählt. Demnach hat die Kenntnis über das psychologische Konzept der Attribution das Potenzial, menschliches Verhalten vorherzusehen und die Umwelt dementsprechend zu gestalten. Diese Ursachenzuschreibungen spielen in Marktprozessen und bei der Produktbeurteilung eine ma gebliche Rolle.
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