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Konsumentenpsychologie Und Markenartikel by F. Unger

Konsumentenpsychologie Und Markenartikel

by F. Unger
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Book cover type: Paperback
  • ISBN13: 9783642936227
  • Binding: Paperback
  • Subject: N/A
  • Publisher: Physica-Verlag
  • Publisher Imprint: Physica-Verlag
  • Publication Date:
  • Pages: 239
  • Original Price: EUR 42.05
  • Language: German
  • Edition: Softcover Repri
  • Item Weight: 418 grams
  • BISAC Subject(s): Marketing / Research

In meiner zweisemestrigen Vorlesung "Sozialpsychologie" fmden sich aIle Jahre wieder ein Drittel Studierende der Psychologie, der Soziologie und der Betrlebwirtschaftslehre ein. Soziologen und Psychologen, wohl noch im Grundstudium, wollen im Pflichtfach denZusammenhang von Verhaltens-und Sozialwissenschaften verstehen lemen. Die Betriebs- wirte, schon im Hauptstudium, wollen im Pflichtwahlfach Basis-und Hintergrundwissen zur Marketing-, Arbeitswissenschaft-undloder Or ganisationslehre erwerben. Mit improvisierten Beispielen, die ich dem aktuellen Tagesgeschehen entnehme, finde ich mich meistens dabei wieder, politische und wirtschaftliche Fane heranzuziehen. Den Psycho- logen und Soziologen im Grundstudium muB ich - noch -nicht den praktischen Nutzen meiner Wissenschaft demonstrieren. Die Betriebs- wirte fordem mich zu meinen Versuchen heraus, Beztige zwischen Wis- senschaft und Praxis herzustellen. Der Herausgeber dieses Buches, Fritz Unger hat sich offensichtlich von meinen schwachen Versuchen vor ein paar Jahren so tibetzeugen und anregen lassen, daB er dieses Buch kon- zipierte und realisierte. SiCherlich, dieses Buch betreibt Konsumentenpsychologie fdr den "Sender", nicht so sehr fUr den "Empflinger" von Informationen am Markt. Aber es kliirt den Sender tiber die Grenzen der Manipulierbar- keit auf, und es kUirt den Empflinger, den Konsumenten tiber psycholo- gische Mechanismen auf, denen er am Markt wie injedweder Massen- kommunikation ausgesetzt wird. Manche Kapitel folgen eher den Li- nien psychologischer Grundlagenforschung; andere bedienen sich eher des Arsenales solcher Theorien, deren ErkUirungskraft in empirischer Forschung gepriift ist, um Losungen fdr Probleme der Praxis zu kon- struieren oder auf ihre Brauchbarkeit hin zu analysieren. .

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