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Einfluss von Emotionen auf das Käuferverhalten

Einfluss von Emotionen auf das Käuferverhalten

          
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About the Book

Studienarbeit aus dem Jahr 2019 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 2,3, FOM Hochschule für Oekonomie & Management gemeinnützige GmbH Mannheim, Sprache: Deutsch, Abstract: Ziel dieser Arbeit ist es, herauszukristallisieren, wie Emotionen das Käuferverhalten beeinflussen. Zunächst werden die Grundlagen und Arten der Emotionen erläutert sowie der Bewusstseinsgrad von Emotionen vorgeführt. Der Kern dieser Arbeit befasst sich mit den Emotionen in verschiedenen Käufersituationen wie Sale-Shopping, Online-Shopping und Shopping für Kinder. Auch werden sogenannte FCMG behandelt. Die Arbeit wird mit einem Fazit abgerundet. Im heutigen Zeitalter der zunehmenden Digitalisierung und vor allem in den Social Media werden die Menschen tagtäglich mit massenweiser Werbung und Produktvorstellungen konfrontiert. Die Auswahl an Produkten heutzutage ist unaufhaltsam. Wer sich in der Masse hervorheben möchte, muss die Bedürfnisse und Schwächen seiner Zielgruppe kennen und visuell schmackhaft machen. Betrachtet man die Social Media-Welt, so wird man unaufhaltsam mit Produkten konfrontiert, die alles leichter machen sollen oder gar einen anderen Stellenwert in der Gesellschaft versprechen. Frauen zeigen, wie sie innerhalb kürzester Zeit ihren Traumkörper mit Hilfe von Shakes erreicht haben. Männer bekommen Shampoos vorgestellt, die ihrer mageren Haarpracht zum maximalen Wachstum verhelfen sollen. Kinder stehen bei einem der größten Fast-Food-Ketten an der Kasse und müssen unbedingt das Spielzeug zum Happy Meal ergattern. Als Emotion bezeichnet man einen Gefühlszustand, der aufgrund einer Situation, eines Objektes oder eines Reizes ausgelöst wird. Werden Emotionen aktiviert, so wird der menschliche Organismus leistungsfähig für die Aufnahme von Informationen vorbereitet. Man unterscheidet bei diesen Aktivierungsmechanismen zwischen zwei Gruppen von Reizen: Die äußeren Reize, wie beispielsweise emotionale und physische Reize, sowie die innerlichen Reize,


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Product Details
  • ISBN-13: 9783346092182
  • Publisher: Bod Third Party Titles
  • Publisher Imprint: Grin Verlag
  • Height: 210 mm
  • No of Pages: 34
  • Spine Width: 2 mm
  • Width: 148 mm
  • ISBN-10: 3346092186
  • Publisher Date: 05 Jan 2020
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Weight: 59 gr


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