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Der Konsument: Homo Emoticus Statt Homo Oeconomicus? by Marie-Kristin Franke

Der Konsument: Homo Emoticus Statt Homo Oeconomicus?

by Marie-Kristin Franke
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Book cover type: Paperback
  • ISBN13: 9783658051884
  • Binding: Paperback
  • Subject: N/A
  • Publisher: Springer Gabler
  • Publisher Imprint: Springer Gabler
  • Publication Date:
  • Pages: 31
  • Original Price: EUR 14.01
  • Language: German
  • Edition: 2014
  • Item Weight: 64 grams
  • BISAC Subject(s): Marketing / General

Konsumenten fokussieren bei der Auswahl und Bewertung eines hedonischen Produktes (z.B. S� igkeiten, Hotelzimmer mit Meerblick) ma geblich auf dessen emotionale Bedeutung. Es gilt vereinfacht: Dinge, die sich gut anf�hlen, m�ssen begehrenswert sein und Nutzen stiften und vice versa. Somit orientieren sich Konsumenten im Kontext hedonisch gepr�gter Entscheidungen und Produktkategorien weniger an dem rationalen Nutzen im Sinne des "homo oeconomicus", sondern machen vielmehr ihre emotionale Reaktion auf das Produkt zur zentralen Grundlage der Bewertung. Zudem ver�ndert sich die Evaluation ein und desselben Produktes im Zeitverlauf. Ein Verst�ndnis von Nutzen als sich laufend �nderndes Ergebnis eines emotionsbasierten, mehrphasigen Bewertungsprozesses kann helfen, die Evaluation hedonischer Produkte durch das Marketing steuerbar zu machen.

Dr. Marie-Kristin Franke arbeitet in der Handelsbranche im Bereich des strategischen Marketings mit Spezialisierung auf Marketing Accountability und Marktforschung. Sie hat 2012 am Arbeitsbereich Marketing und Innovation der Universität Hamburg promoviert und ist seitdem als Research Fellow für das Institut tätig. Ihre Forschungsschwerpunkte liegen im Bereich des Konsumentenverhaltens und Neuromarketings.

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