Kaufverführung durch Verpackungsgestaltung im FMCG-Markt: Eine Analyse von Emotional Boosting im Lebensmitteleinzelhandel

Name: Kaufverführung durch Verpackungsgestaltung im FMCG-Markt: Eine Analyse von Emotional Boosting im Lebensmitteleinzelhandel
Brand: Atlantic Books
SKU: 9783668671539
Price: 2138.0 INR
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ISBN13: 9783668671539
Binding: Paperback
Subject: N/A
Publisher: Grin Verlag
Publisher Imprint: Grin Verlag
Publication Date: April 4, 2018
Pages: 24
Original Price: USD 25.5
Language: German
Edition: 1. Auflage
Item Weight: 46 grams
BISAC Subject(s): General

About The Book

Studienarbeit aus dem Jahr 2017 im Fachbereich Psychologie - Arbeit, Betrieb, Organisation, Note: 1,7, Fachhochschule Westküste Heide, Veranstaltung: Werbepsychologie, Sprache: Deutsch, Abstract: Diese Arbeit widmet sich im Speziellen der Kaufverführung durch die gezielte Gestaltung des Verpackungsdesigns. Es soll die Frage beantwortet werden, auf welche Weise durch die Emotionalisierung der äu eren Form von Produkten eine konkrete Wertsteigerung in der Psyche des Verbrauchers erzielt werden kann. Um diese Frage zu beantworten, wird zunächst der betrachtete Markt der Fast Moving Consumer Goods definiert und abgegrenzt, zusätzlich wird der Begriff Premium Brand in diesen Kontext eingeordnet. Daraufhin beschäftigt sich diese Arbeit mit der psychologischen Wertentstehung nach Meffert, um im Anschluss die neuropsychologische Sichtweise von Hans-Georg Häusel hinzuzuziehen. Die Limbic-Map(R) wird inklusive der bestehenden Spannungsfelder zwischen den Emotionssystemen und den daraus abzuleitenden Limbic-Types(R) erklärt und analysiert. Schlie lich werden in den folgenden Kapiteln Emotional und Presentational Boosting als Marketing-Instrumente erläutert. Um die Funktionsweise des Presentational Boosting praxisnah erklären zu können, wird im Anschluss anhand der Teemarke Twinings eine psychologische Einordnung des Designs vorgenommen. Nachdem die verschiedenen Einschränkungen für den Einsatz von Presentational Boosting diskutiert wurden, bildet eine bewertende Zusammenfassung die Konklusion dieser Arbeit.

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