Neuroökonomik und die Heuristik des Homo Oeconomicus
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Studienarbeit aus dem Jahr 2013 im Fachbereich BWL - Unternehmensethik, Wirtschaftsethik, Note: 2.0, Johann Wolfgang Goethe-Universität Frankfurt am Main (Wirtschaftswissenschaften), Veranstaltung: Aktuelle Herausforderungen der Wirtschaftsethik, Sprache: Deutsch, Abstract: In den letzten Jahren wurden die Erkenntnisse der Neurowissenschaften immer bedeutsamer für die betriebswirtschaftliche Marktforschung. Während die Vorstellung den Menschen durch fachpsychologisch geleitete Werbung unbewusst zu steuern in den 1950 er Jahren noch einen Skandal hervorrief, wird dies heute als Grundvoraussetzung eines erfolgreichen Marketings gesehen, denn für die Markt-, Konsum- und Trendforschung wird es aufgrund der sich ständig ändernden Lebens- und Gesellungsverhältnissen immer schwieriger generalisierbaren Aussagen und Zusammenhängern zu Kundengruppen zu treffen. Hinzu kommt die scheinbar begrenzte Verarbeitungskapazität des Konsumenten, der sich zugleich der Informationsflut der Werbebranche gegenüber sieht. Der Neuroökonomie kommt in dieser Situation eine bedeutende Rolle zu, denn sie gibt Aufschluss über das Entscheidungsverhalten der Konsumenten, in dem sie durch die Beobachtung von Hirnaktivitäten wichtige Erkenntnisse ableitet und die theoretische Blackbox des Gehirns öffnet. Schon lange vermu- tet, aber durch die Neurowissenschaften nun scheinbar endlich empirisch bewiesen, scheint hierbei die Feststellung, dass neben der Kognition auch Emotionen im Entscheidungsprozess eine bedeutsame Rolle zukommt.Wendet man die Hirnforschung also auf wirtschaftstheoretische Fragen an, kommt man zur Erkenntnis, dass diese revolutionierend auf die bisher vorherrschende Theorie des Homo Oeconomicus wirken und somit unweigerlich zum Paradigmenwechsel führen muss. Im Verlauf dieser Arbeit wird zunächst der Begriff des Homo Oeconomicus definiert, Kritik am Model diskutiert und auf die sich daraus ergeben Heuristiken eingegangen. Anschlie end werden die N
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