Kaufverhalten Der Verbraucher
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AUFBAU DER UNTERSUCHUNG Dem Verbraucher ist in den letzten Jahrzehnten zunehmend unterstellt worden, da er seine ökonomischen Entscheidungen irr at ion a I treffe. Stellvertretend für viele derartige Äu erungen sei eine besonders präzi- se Formulierung von Mitchell erwähnt, die seinem 1931 in deutscher Sprache veröffentlichten Werk über die Konjunkturen entnommen wurde: "Die psychologischen Kategorien, nach denen sich die Nachfrage der Konsumenten verstehen lä t, sind Gewohnheit, Nachahmung und Sugge- stion - nicht überlegte Auswahl"l). Die überwältigende Resonanz, die der Alarmruf des Amerikaners Pack- ard in bezug auf die Tätigkeit der als "geheime Verführer"2) attackierten Motivforscher in der breitesten Öffentlichkeit der gesamten westlichen Welt gefunden hat, deutet darauf hin, da die Irrationalität der Konsu- mentenhaltung allgemein als erwiesen gilt, denn der Versuch, den Ver- braucher zu manipulieren, erhält nur eine Chance, wenn eine psycholo- gische Struktur der Wirtschaftssubjekte vorausgesetzt wird, die der Ra- tio keine oder nur eine untergeordnete Rolle bei der ökonomischen Ent- scheidungsbildung einräumt. So sicher, wie gemeinhin angenommen wird, ist die Irrationalität des Kaufverhaltens der Verbraucher keineswegs erwiesen. Diese Abhandlung setzt sich das Ziel, zu den Bemühungen um eine empirische Verifizie- rung oder auch Widerlegung der diesbezüglichen Hypothese beizutragen. Dabei wird aus konventionellen Gründen "R at ion a li t ä t" zum Leit- begriff der Analyse gewählt, denn im Rahmen der Wirtschaftswissen- schaft bildet das sogenannte Rationalprinzip eine der grundlegenden Prä- missen, deren Zweckmä igkeit zwar häufig bestritten wird, die sich aber dessenungeachtet bisher gegenüber allen Einwänden behauptete.
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