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Psychologische Reaktanz und Konsumentenverhalten bei Marketingmaßnahmen by Anonymous

Psychologische Reaktanz und Konsumentenverhalten bei Marketingmaßnahmen

by Anonymous
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Book cover type: Paperback
  • ISBN13: 9783346914521
  • Binding: Paperback
  • Subject: N/A
  • Publisher: Grin Verlag
  • Publisher Imprint: Grin Verlag
  • Publication Date:
  • Pages: 34
  • Original Price: USD 25.5
  • Language: German
  • Edition: 1. Auflage
  • Item Weight: 59 grams
  • BISAC Subject(s): Communication Studies

Forschungsarbeit aus dem Jahr 2016 im Fachbereich Medien / Kommunikation - Public Relations, Werbung, Marketing, Social Media, Note: 1,7, FOM Hochschule für Oekonomie & Management gemeinnützige GmbH, München früher Fachhochschule (FOM), Sprache: Deutsch, Abstract: In dieser Arbeit wird als Erstes ein Einblick in die Theorie der psychologischen Reaktanz gegeben, worin die Determinanten der Stärke und mögliche Reaktionen der Konsumenten auf Reaktanz aufgeführt werden. Weiter wird das Konstrukt der Einstellung dargestellt und auf Verbindung zu einer weiteren Theorie sowie distributionspolitische Techniken eingegangen. Im Anschluss werden Forschungsdesign sowie Ergebnisse einer eigenständig durchgeführten Studie offengelegt. In Deutschland herrscht die freie Marktwirtschaft, für diese die Konsum- und Wahlfreiheit ein wichtiger Faktor ist. Dadurch wird dem Konsumenten die Möglichkeit geboten nach eigenen Bedürfnissen, Produkte und Dienstleistungen erlangen zu können. Es stellt sich die Frage, welche Auswirkungen es hat, wenn diese Wahlfreiheiten des Konsumenten beeinflusst werden. Die Theorie der psychologischen Reaktanz von Brehm beschäftigt sich mit der Beeinflussung von Verhaltens- oder Entscheidungsfreiheiten.

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