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Emotionale Botschaftsgestaltung - Steuerung des Kaufverhaltens? by Ravasz, Zoltan

Emotionale Botschaftsgestaltung - Steuerung des Kaufverhaltens?

by Zoltan Ravasz
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Book cover type: Paperback
  • ISBN13: 9783638921589
  • Binding: Paperback
  • Subject: N/A
  • Publisher: Grin Verlag
  • Publisher Imprint: Grin Verlag
  • Publication Date:
  • Pages: 104
  • Original Price: USD 67.9
  • Language: German
  • Edition: 3. Auflage
  • Item Weight: 146 grams
  • BISAC Subject(s): Marketing / General

Diplomarbeit aus dem Jahr 2007 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 2,7, Georg-Simon-Ohm-Hochschule Nürnberg (Georg-Simon-Ohm Hochschule), Sprache: Deutsch, Abstract: Der Wohlstand in der ökonomisch geprägten Gesellschaft hängt weitgehend davon ab, wieweit es der Wirtschaft gelingt, das jährliche Wachstum zu steigern. Der Endverbraucher gilt als Teil des Wirtschaftssystems und fragt immer häufiger nach seiner Identität. Kann die wahre Identität des Menschen im Konsum begründet sein? Ethiker verneinen diese Frage: Konsum kann nicht als höchstes Gut gelten. Werbung hat jedoch einen wirtschaftlichen Auftrag und je mehr sie auf ethische Forderungen und Werte Rücksicht nimmt, desto mehr verliert sie an Wettbewerbsfähigkeit. Um den persönlichen Wohlstand der Menschen und des Landes zu steigern, animiert sie deshalb zum Konsum der angepriesenen Güter. Dadurch erfüllt die Werbung ihre Funktion, Überproduktion zu verhindern, die kapitalistische Gesellschaft zu stabilisieren etc. Die entscheidende Frage lautet jedoch, wieweit der materielle Wohlstand zum Glück der Konsumenten beiträgt. Macht Reichtum durch Konsum glücklich? Nach einer Untersuchung über Faszinationsdimensionen schätzen die meisten Menschen die Dimension "Geborgenheit im Anderen" am meisten. Diese Dimension steht für Werte, Partnerschaft, Treue, Liebe usw. Da Menschen unbewusst nach Glück streben, stellt sich die Frage, was den Konsumenten wirklich glücklich macht. Die neuen Erkenntnisse der Konsumentenforschung zeigen, dass das Glück des Menschen weder durch eine Fixierung auf das Wirtschaftswachstum noch auf den materiellen Lebensstandard gefördert werden kann. In diesem Zusammenhang betont Ruckriegel, dass das Glück des Menschen in erster Linie von familiären Beziehungen abhängt. Das Einkommen als Glücksfaktor steht (nur) an zweiter Stelle der Glücksforschung. Abschlie end lässt sich festhalten, dass Konsum und materieller Wohlstand nicht notwendigerweise zum Glück des Men

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