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Konsumentenverhalten und Werbung. Motivationspsychologische und sozialpsychologische Theorien by Haider, Jörg

Konsumentenverhalten und Werbung. Motivationspsychologische und sozialpsychologische Theorien

by Jörg Haider
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Book cover type: Paperback
  • ISBN13: 9783638954587
  • Binding: Paperback
  • Subject: N/A
  • Publisher: Grin Verlag
  • Publisher Imprint: Grin Verlag
  • Publication Date:
  • Pages: 64
  • Original Price: USD 39.5
  • Language: German
  • Edition: N/A
  • Item Weight: 96 grams
  • BISAC Subject(s): Communication Studies

Bachelorarbeit aus dem Jahr 2006 im Fachbereich Medien / Kommunikation - Public Relations, Werbung, Marketing, Social Media, Note: 1,3, Technische Universität Chemnitz, Sprache: Deutsch, Abstract: In dieser Arbeit sollen das Konsumentenverhalten und die Werbung in Hinblick auf motivationspsychologische und sozialpsychologische Theorien betrachtet werden. Es soll auf der einen Seite gezeigt werden, auf welche Weise Konsumenten motiviert sind, Kaufentscheidungen zu treffen, wie sie diese Entscheidungen treffen, wie sie Werbebotschaften verarbeiten und inwieweit ihr Verhalten sozialen Einflüssen unterliegt. Auf der anderen Seite soll das Konstrukt der Werbung beleuchtet werden. Dabei soll gezeigt werden, wie Werbung versucht, die Konsumenten zu einem Kauf zu motivieren, und auf welche Techniken, die mittels Sozialpsychologie erklärbar sind, sie sich stützt. Die zentralen Fragestellungen lauten daher: Was ist Werbung? Was motiviert Konsumenten zum Kauf? Wie versucht die Werbung, Menschen zu einem Kauf zu motivieren? Wie werden Werbebotschaften verarbeitet? Welchen sozialen Einflüssen unterliegt das Konsumentenverhalten? Welcher sozialen Phänomene bedient sich Werbung? Die Betrachtung beider Seiten - Konsumentenverhalten und Werbung - erfolgt aus dem einfachen Grund, da sich beide wechselseitig bedingen. Die Werbung beeinflusst in gewisser Hinsicht das Verhalten der Konsumenten, aber das Verhalten der Konsumenten beeinflusst ebenso die Werbung. Anders formuliert bedeutet dies, dass die Werbung versucht, das Verhalten der Konsumenten zu lenken, sie muss dabei aber Verhaltensmuster potentieller Konsumenten berücksichtigen. Sie muss sich also in gewisser Weise an Normen, Werten und Standards der Konsumenten orientieren.

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