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Wie viel von was? by Tim Kontner

Wie viel von was?

by Tim Kontner
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Book cover type: Paperback
  • ISBN13: 9786209500763
  • Binding: Paperback
  • Subject: N/A
  • Publisher: Our Knowledge Publishing
  • Publisher Imprint: Our Knowledge Publishing
  • Publication Date:
  • Pages: 104
  • Original Price: GBP 52.98
  • Language: German
  • Edition: N/A
  • Item Weight: 150 grams
  • BISAC Subject(s): Management

Die Informationen �ber die Eigenschaften eines Produkts spielen eine zentrale Rolle bei der Bewertung des Produkts durch den Verbraucher und bei der Entscheidung, ob er sich daf�r interessiert oder es meidet. Dabei k�nnen Produktinformationen hinsichtlich ihres Inhalts und ihrer Verf�gbarkeit variieren. Diese quantitative Studie untersucht den Einfluss von �sthetischen gegen�ber funktionalen und von weniger gegen�ber mehr Produktinformationen auf verschiedene Variablen der Verbraucherreaktion. Diese textuellen Stimuli werden in vier Szenarien manipuliert und mittels einer Online-Umfrage unter 125 Befragten getestet. Zus�tzlich wird die individuelle Beteiligung des Einzelnen an dem Produkt gemessen. Die Ergebnisse zeigen, dass weniger verf�gbare Informationen �ber �sthetische Eigenschaften ausreichen, um eine gr� ere �sthetische Wertsch�tzung und eine positivere Einstellung gegen�ber dem Objekt zu erzeugen. Dar�ber hinaus stellen wir fest, dass Informationen �ber funktionale Aspekte zu einer h�heren wahrgenommenen Produktqualit�t f�hren, was insbesondere f�r weniger involvierte Verbraucher gilt, und dass mehr Informationen �ber das Produkt die Kaufwahrscheinlichkeit erh�hen. Die theoretische und betriebswirtschaftliche Bedeutung der Ergebnisse wird diskutiert.

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