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E-Commerce. Emotional positionierte Segmentierung im elektronischen Handel

E-Commerce. Emotional positionierte Segmentierung im elektronischen Handel

          
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About the Book

Studienarbeit aus dem Jahr 2014 im Fachbereich Medien / Kommunikation - Public Relations, Werbung, Marketing, Social Media, Note: 1,0, Sprache: Deutsch, Abstract: Emotionen sind von großer Bedeutung. Sie spielen eine allgegenwärtige Rolle in unserem Leben. Ob z.B. Freude, Angst, Trauer, Hass, Neid, Furch oder Liebe, es scheint als würden wir keine Sekunde unseres Lebens eine Abwesenheit von Emotionen empfinden können. Emotionen können uns helfen wichtige Entscheidungen zu treffen. Scheint uns beispielsweise eine Handlung zu riskant, empfinden wir Furcht, welche uns dazu bringt (bei außer Acht lassen äußerer Einflüsse) die Handlung nicht durchzuführen, oder abzubrechen. An diesem Punkt stehen Psychologen vor einem Problem: Haben die Emotionen uns dazu gebracht unsere Entscheidung rational zu überdenken, oder wurde die Entscheidung bereits unbewusst getroffen und wir rechtfertigen unsere emotional getroffene Entscheidung im Nachhinein durch rationale Überlegungen? Auch beim Kauf im Geschäft oder im Internet werden Entscheidungen getroffen. Man entscheidet sich für ein Produkt, eine Marke, oder einen Händler, deshalb sind viele Unternehmer, Wirtschaftsexperten und Wissenschaftler daran interessiert, die Relevanz von Emotionen im Kaufprozess zu ergründen. Eine emotionale Zielgruppensegmentierung würde, unter der Annahme, dass Gefühle eine zentrale Rolle spielen, für viele Großkonzerne zu einer drastischen Änderung der Marketingstrategien führen. Wenn nicht sogar Änderungen innerhalb der globalen Marktwirtschaft zukünftiger Generationen herbeiführen. Doch lassen wir uns wirklich lediglich von unseren Emotionen leiten, wenn es um Kaufentscheidungen geht oder sind unsere Entscheidungen im Kaufprozess vielleicht nur rein rational? Welche Unterschiede gibt es zwischen den verschiedenen Produktgruppen in Bezug auf die emotionale Qualität? Und inwiefern ist es unter der Annahme, dass Emotionen im Kaufprozess entscheidend sind, überhaupt sinnvoll ist eine Ziel- oder Produktg


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Product Details
  • ISBN-13: 9783656901242
  • Publisher: Grin Verlag Gmbh
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 3 mm
  • Width: 148 mm
  • ISBN-10: 3656901244
  • Publisher Date: 02 Mar 2015
  • Height: 210 mm
  • No of Pages: 52
  • Series Title: German
  • Weight: 82 gr


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