Werbepsychologie: Ganzheits- Und Gestaltpsychologische Grundlagen Der Werbung
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15 Gerade die ganzheitlich orientierte Psychologie hat sich wohl am langsam- sten einen Einflu auf die Wirtschaftswissenschaft sichern k�nnen, wie das folgende Zitat von Max Weber beweist: "Jede �konomische Betrachtungs- weise �berwindet die Alltagserfahrung nicht etwa in der Art und Richtung der Psychologie, sondern so ziemlich in der gerade entgegengesetzten. Sie zerlegt nicht etwa innere Erlebnisse der Alltagserfahrung in psychische oder psychophysische EIe m e n t e (Reize, Empfindungen, Reaktionen, Automa- tismen, Gef�hle usw. ), sondern sie versucht, gewisse, Anpassungen' des �u e- ren Verhaltens des Menschen an eine ganz bestimmte Art von au er ihm 8 liegenden Existenzbedingungen zu verstehen ). " 2. Psychologie und Betriebswirtschaftslehre Klarer als zur National�konomie ist das Verh�ltnis der Psychologie zur Betriebswirtschaftslehre umrissen. W�hrend der National�konom gewisse Schwierigkeiten zu �berwinden hat, wenn er die seinen vereinfachenden Modellen zugrunde liegenden Pr�missen mit als bewiesen geltenden S�tzen der sozialwissenschaftlichen Nachbardisziplinen oder der Empirie in Einklang bringen will, kann der Betriebswirt in Anbetracht seiner pragmatischer orientierten Arbeitsweise vorliegende Ergebnisse der psychologischen For- schung in seine Theorie einbauen. Dementsprechend wurde die Psychologie auch schon fr�h in den Dienst der Rationalisierung gestellt, allerding- entsprechend der allgemeinen Auffassung, die Produktion sei wichtiger als der Absatz - zun�chst auf dem Gebiete der betrieblichen Leistungserstellung. a) Betriebspsychologie Die Psychologie der industriellen Leistung war Gegenstand zahlreicher Untersuchungen, deren Anf�nge bei Taylor und Gilbreth liegen. Beide sahen allerdings - entsprechend dererkenntnistheoretischen Position ihrer Zeit- den Menschen noch als isoliertes Einzelwesen.
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