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Abhängigkeit des Konsumverhaltens von bestimmten äußeren Reizen am Beispiel eines Touristikunternehmens

Abhängigkeit des Konsumverhaltens von bestimmten äußeren Reizen am Beispiel eines Touristikunternehmens

          
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About the Book

Studienarbeit aus dem Jahr 2016 im Fachbereich Psychologie - Arbeit, Betrieb, Organisation und Wirtschaft, Note: 1,1, Europäische Fernhochschule Hamburg, Sprache: Deutsch, Abstract: Die folgende Untersuchung beschäftigt sich mit der Frage, ob das Konsumverhalten von bestimmten äußeren Reizen abhängt und damit wie die Klassische Konditionierung in der Werbeindustrie sinnvoll genutzt werden kann. Im konkreten Fall geht es um ein Experiment mit 100 Versuchspersonen im Alter von 50 bis 70 Jahren, zufällig verteilt auf zwei Gruppen gleicher Anzahl, zu einem Werbespot eines Touristikunternehmens. Einer Gruppe (Kontrollgruppe) wurde der Werbespot hinterlegt mit einem Jingle und der anderen Gruppe (Treatmentgruppe) mit klassischer Musik präsentiert. Entsprechend den Erwartungen war es Ziel des Experiments, zu klären, ob durch die klassische, entspannende Musik ein konditionierter Reiz generiert wird, der zu einer signifikant niedrigeren Herzfrequenz und zu signifikant höheren Buchungen von Kreuzfahrtreisen in der Treatmentgruppe führt als in der Kontrollgruppe. Das durchgeführte Experiment erfüllt das Kriterium der Objektivität, die Kriterien der Reliabilität sowie der Validität sind grundsätzlich gegeben. Auf Basis verschiedener Auswertungen, Analysen und Berechnungen mit Methoden der deskriptiven Statistik und Interferenzstatistik ließ sich im Ergebnis für das Buchungsverhalten ein signifikanter Anstieg bei der Treatmentgruppe gegenüber der Kontrollgruppe nachweisen. Für die durchschnittliche Herzfrequenz der beiden Gruppen sowie für den Zusammenhang Herzfrequenz und Buchungsverhalten konnten jeweils keine signifikanten Abhängigkeiten bewiesen werden. Als Informationsquellen dienten einschlägige Literatur und Internetrecherchen.


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Product Details
  • ISBN-13: 9783668218758
  • Publisher: Grin Verlag
  • Publisher Imprint: Grin Verlag
  • Height: 210 mm
  • No of Pages: 28
  • Series Title: German
  • Weight: 50 gr
  • ISBN-10: 3668218757
  • Publisher Date: 17 May 2016
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 2 mm
  • Width: 148 mm


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Abhängigkeit des Konsumverhaltens von bestimmten äußeren Reizen am Beispiel eines Touristikunternehmens
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Abhängigkeit des Konsumverhaltens von bestimmten äußeren Reizen am Beispiel eines Touristikunternehmens
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