Die Abhängigkeit des Konsumverhaltens von äußeren Reizen und die Bedeutung der klassischen Konditionierung im Kontext
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Studienarbeit aus dem Jahr 2015 im Fachbereich Psychologie - Arbeit, Betrieb, Organisation, Note: 1,2, ( Europäische Fernhochschule Hamburg ), Sprache: Deutsch, Abstract: In der vorliegenden Forschungsarbeit wird der Frage nachgegangen, inwieweit das Konsumentenverhalten von bestimmten äu eren Reizen (hier: Hintergrundmusik) beeinflusst wird und welche Rolle die klassische Konditionierung dabei spielt. Folglich wird in einem Experiment mit 100 Versuchspersonen im Alter von 50 bis 70 Jahren untersucht, ob ein bestimmter musikalischer Reiz das Buchungsverhalten der Versuchspersonen erhöhen kann bei gleichzeitiger Absenkung ihrer Herzfrequenz. Hierzu werden die Teilnehmer in zwei Gruppen aufgeteilt: Gruppe A ist die Kontrollgruppe, Gruppe B die Treatmentgruppe. Beiden Gruppen wird ein kurzer Werbespot eines Touristikunternehmens, spezialisiert auf Kreuzfahrten, gezeigt. Dabei unterscheidet sich der betrachtete Werbespot lediglich durch die Musikauswahl. Während die Kontrollgruppe beim Ansehen des Werbespots von einem fröhlichen Jingle begleitet wird, ertönt bei der Treatmentgruppe im Hintergrund ruhige Klaviermusik. Zusätzlich wird während des ganzen Betrachtungsvorgangs die Herzfrequenz der VP gemessen und sie werden anschlie end dazu befragt, ob sie nach Betrachtung des jeweiligen Werbespots eine Kreuzfahrt bei dem Unternehmen buchen würden oder nicht. Bevor im Methodenteil die statistischen Messverfahren durchgeführt und später die resultierenden Ergebnisse diskutiert werden, erläutere ich vorerst in der Einführung die theoretischen wissenschaftlichen Grundlagen zum Thema der "Klassischen Konditionierung" und ihrer Bedeutung für die Werbeindustrie.
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