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Verhaltensökonomische Ansätze in der Verbraucherpolitik by Pekdemir, Taner

Verhaltensökonomische Ansätze in der Verbraucherpolitik

by Taner Pekdemir
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Book cover type: Paperback
  • ISBN13: 9783656516422
  • Binding: Paperback
  • Subject: N/A
  • Publisher: Grin Verlag
  • Publisher Imprint: Grin Verlag
  • Publication Date:
  • Pages: 24
  • Original Price: USD 26.9
  • Language: German
  • Edition: N/A
  • Item Weight: 46 grams
  • BISAC Subject(s): Marketing / General

Studienarbeit aus dem Jahr 2011 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 2,0, Universität Hohenheim (Lehrstuhl für Volkswirtschaftslehre, insbes. Umweltökonomie sowie Ordnungs-, Struktur- und Verbraucherpolitik), Sprache: Deutsch, Abstract: Das Verhalten der Verbraucher hängt von weit mehr als der Vernunft und einer transparenten Informationslage ab. So unterliegen die Verbraucher kognitiven Beschränkungen, laufen der Masse hinterher, sind stark beeinflussbar, lassen sich häufig von ihren Emotionen leiten, bereuen ihre Entscheidungen nachträglich und begehen dieselben Fehler erneut. Belegt wird dies unter anderem durch Erkenntnisse der Verhaltensökonomik, durch die das Bild des Homo oeconomicus stark ins Wanken gerät. Mittlerweile hat auch die deutsche Verbraucherpolitik von den Befunden der Verhaltensökonomik Kenntnis genommen. Sie steht bislang unter Kritik, da nicht klar ist, welches verbraucherpolitische Leitbild sie verfolgt. So wird der "mündige" Verbraucher, von dem häufig die Rede ist, je nach Lage unterschiedlich interpretiert. Eine Ursache für dieses Problem kann in der mangelnden wissenschaftlichen Basis der Verbraucherpolitik gesehen werden. Dabei verlangt die ansteigende Komplexität der Wirtschaftswelt eine wissenschaftliche Fundierung verbraucherpolitischer Instrumente. Verschiedene Bereiche der Wissenschaft und Politik sehen in der Verhaltensökonomik die Chance, einen wichtigen Beitrag zur Beseitigung dieses Mangels leisten zu können. Die Verhaltensökonomik soll dabei helfen, zu verstehen, wie Verbraucher Informationen tatsächlich verarbeiten, wovon sie sich beeinflussen und verführen lassen und wie die Entscheidungsfindungsprozesse hinter ihrem Verhalten zustande kommen. Nur wenn das alles verstanden wird, kann die Verbraucherpolitik angemessen gestaltet werden, damit sie den Verbrauchern einen Nutzen stiftet. Die vorliegende Arbeit widmet sich den verhaltensökonomischen Ansätzen in der Verbraucherpolitik, inwieweit diese

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