Behavioral Pricing. Auswirkungen auf das Konsumentenverhalten
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Bachelorarbeit aus dem Jahr 2016 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 1,7, Universität Bielefeld, Sprache: Deutsch, Abstract: Emotionen begleiten den Menschen in vielen Lebenslagen. Eine höchst emotionale Situation entsteht u.a. bei Wahlen und demokratischen Entscheidungen. "Das ist ein Sieg der Emotionen über die Fakten," sagte Elmar Brok (2016) nach dem Volksentscheid der Briten über den EU-Austritt. Er kritisiert damit den emotionsgeladenen Wahlkampf und die emotionale Entscheidung der britischen Bevölkerung für einen Ausstieg aus der Europäischen Union. Die Aussage von Brok impliziert, dass Emotionen die Macht besitzen, die Informationsaufnahme und dementsprechend das Wahlverhalten von Menschen zu beeinflussen. Die Frage ist nun, ob Emotionen auf einer niedrigeren Entscheidungsstufe ähnlich intensive Wirkungskraft besitzen. Die Emotionalisierung einer Marke bspw. setzt sich beim Kunden sehr prägnant im Gedächtnis fest. Dort wirken sich die Emotionen auf sein Kaufverhalten aus. Wird der Entscheidungsprozess noch weiter simplifiziert, indem Markenimage, Werbung und weitere produktpolitische Ma nahmen ausgeblendet werden, bleibt einzig allein der Preis als Beurteilungskriterium übrig. Besitzt die Verarbeitung dieser simplen Zahl das Potenzial, von Emotionen beeinflusst zu werden? Diese Arbeit untersucht jenen Zusammenhang und steht unter folgender Forschungsfrage: Welche Auswirkungen haben Emotionen auf den Preisbeurteilungsprozess und das Konsumentenverhalten? Gibt es bei der Wirkung Unterschiede zwischen positiven und negativen Emotionen? Ist hier ebenfalls ein Sieg der Emotionen über die Fakten zu beobachten? Das Ziel dieser Arbeit ist die strukturierte Ausarbeitung des Preisbeurteilungsprozesses des emotionalen Konsumenten. Dabei liegt der Fokus auf den emotionalen Auswirkungen und den Konsequenzen für das Konsumentenverhalten.
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