Produktbeurteilung Der Konsumenten: Eine Psychologische Theorie Der Informationsverarbeitung

Name: Produktbeurteilung Der Konsumenten: Eine Psychologische Theorie Der Informationsverarbeitung
Brand: Physica-Verlag
SKU: 9783790802924
Price: 3776.0 INR
Availability: InStock

by U. Bleicker

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ISBN13: 9783790802924
Binding: Paperback
Subject: N/A
Publisher: Physica-Verlag
Publisher Imprint: Physica-Verlag
Publication Date: January 1, 1983
Pages: 248
Original Price: EUR 51.39
Language: German
Edition: Softcover Repri
Item Weight: 413 grams
BISAC Subject(s): Marketing / General

About The Book

Mit Beginn der 70er Jahre setzte sich in der Konsumverhaltens- forschung ein neuer Ansatz durch: der Informationsverarbei- tungsansatz. Den Ansto hierzu gab die Entwicklung in der Allgemeinen Psychologie, einzelne Teildisziplinen wie Lernen, Wahrnehmung, Gedachtnisprozesse, Denken und Problemlösen unter der Klammer der Verarbeitung von Informationen zu ana- lysieren. Mit dieser Orientierung einhergehend entstan- in Analogie zur elektronischen Informationsverarbeitun- ein neues Vokabular (Informationsinput, Informationscodierung, InformationsverknUpfung) und eine neue prozeBbezogene MeB- methodik. Wir wollen in dieser Arbeit untersuchen, wie Konsumenten In- formationen verarbeiten, um zu Produktbeurteilunsen zu gelan- gen. nproduktbeurteilung" mag ganz unterschiedliche Assozia- tionen hervorrufen: Marketingforscher und -praktiker denken vermutlich am ehesten an Produkteinstellungen, Verbraucher- politiker vielleicht an Qualitatsurteile, Entscheidungstheo- retiker maglicherweise an Nutzenwerte der Produkte. Allen diesen Begriffen ist eines gemeinsam: sie beziehen sich auf die subjektive Bewertung eines Produktes. Grundlage fUr diese Bewertung sind - folgt man den heute ub- lichen multiattributiven HeBvorschriften - EindrUcke Uber einzelne Merkmalsauspragungen des Produktes. Ebenso wie Art und Anzahl der Merkmale, die fUr eine Produktbeurteilung herangezogen werden, mit der jeweiligen Beurteilungssituation variieren können, kann auch die Art oder der Umfang der Ver- - - knupfung der einzelnen Merkmale unterschiedlich ausfallen. So mUssen nicht notwendig zu allen Produktalternativen Ge- samtbewertungen (Einstellungen, QualitUtsurteile, Nutzen- werte) gebildet werden. Produktbeurteilungen auBern sich vielmehr auch lediglich i. Akzeptieren oder Verwerfen von Alternativen, ohne diese detailliert gepruft zu haben.

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