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Der manipulierte Konsument by Anonymous

Der manipulierte Konsument

by Anonymous
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Book cover type: Paperback
  • ISBN13: 9783656442462
  • Binding: Paperback
  • Subject: N/A
  • Publisher: Grin Verlag
  • Publisher Imprint: Grin Verlag
  • Publication Date:
  • Pages: 88
  • Original Price: USD 67.5
  • Language: German
  • Edition: N/A
  • Item Weight: 127 grams
  • BISAC Subject(s): Marketing / General

Studienarbeit aus dem Jahr 2012 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 1,0, Technische Universität Berlin, Sprache: Deutsch, Abstract: 1. Einleitung Mit der Erforschung des Konsumentenverhaltens befassen sich viele Wissenschaften, wie unter anderem die Neurologie, die Psychologie und die Wirtschaftswissenschaf-ten. Das Verhalten ist nach neuen Erkenntnissen der Gehirnforschung das Ergebnis zumeist unbewusster und zutiefst emotionaler Entscheidungen im Innern des Kon-sumenten. Ziel dieser Arbeit ist es darzustellen welche Hintergründe den Entscheidungen der Konsumenten beim Griff in das Supermarktregal zu Grunde liegen und mit welchen Mitteln die Marktforschung die Wünsche und Bedürfnisse der Konsumenten zu ent-rätseln versucht. Die vorliegende Arbeit befasst sich zunächst mit den psychischen Erklärungskon-strukten des Konsumentenverhaltens. Dabei wird eingegangen auf die aktivierenden und kognitiven Prozesse. Näher wird beschrieben welche Rolle die Faktoren Aktivie-rung, Emotion, Motivation und Einstellung einnehmen. Anschlie end werden weite-re Determinanten, die verschiedenen Typen von Kaufentscheidungen und Kunden-beziehungen skizziert. Um Erkenntnisse über die wahren Hintergründe des Konsumentenverhaltens zu er-langen, was den Konsumenten antreibt und wie dieser Entscheidungen fällt, sind Einblicke in das Gehirn des Konsumenten nötig. Aktuell bietet hierfür die moderne Gehirnforschung neue Methoden und Verfahren an. Der folgende Teil dieser Arbeit beschäftigt sich unter anderem mit dem Verfahren der funktionellen Magnetreso-nanztomographie (fMRT). Dieses bildgebende Verfahren ermöglicht es, während psychischer Vorgänge die Aktivierung verschiedener Gehirnareale am Computer-bildschirm mitzuverfolgen. Im Anschluss werden die Grenzen und Chancen des Neuromarketings unter marketingrelevanten Fragestellungen ausführlich diskutiert. Im Schlussteil befasst sich diese Arbeit mit dem Thema Werbung. Nach einer thema-tischen Einordnung der We

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