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Einflussfaktoren und Auswirkungen olfaktorischer Gestaltungsaspekte auf das Konsumentenverhalten by Stecher, Stefan

Einflussfaktoren und Auswirkungen olfaktorischer Gestaltungsaspekte auf das Konsumentenverhalten

by Stefan Stecher
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Book cover type: Paperback
  • ISBN13: 9783656182450
  • Binding: Paperback
  • Subject: N/A
  • Publisher: Grin Verlag
  • Publisher Imprint: Grin Verlag
  • Publication Date:
  • Pages: 58
  • Original Price: USD 39.5
  • Language: German
  • Edition: N/A
  • Item Weight: 87 grams
  • BISAC Subject(s): Marketing / General

Studienarbeit aus dem Jahr 2011 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 1,3, Universität Mannheim (Lehrstuhl für Allgemeine Betriebswirtschaftslehre und Marketing I Professor Dr. Dr. h.c. mult. Christian Homburg), Sprache: Deutsch, Abstract: Die Arbeit legt dar, welche Erkenntnisse über die Wirkungsweise von Duftstoffen auf das Konsumentenverhalten die Marketingforschung bis dato erzielen konnte, sowie unter welchen Umständen sich Düfte auf das Konsumentenverhalten auswirken. Hierzu werden zunächst wichtige theoretische Grundlagen, wie das umweltpsychologische Verhaltensmodell und die Informationsverarbeitung von Konsumenten, erläutert. Im Hauptteil erfolgt ein Überblick über empirische Studien, die Zusammenhänge zwischen olfaktorischen Gestaltungsaspekten und dem Konsumentenverhalten untersuchen. Anschlie end werden Implikationen für Unternehmen, Konsumenten und die Forschung herausgearbeitet. Das letzte Kapitel fasst die Erkenntnisse abschlie end zusammen.

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