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Einsamkeit Und Die Psychologische Kraft Der Marke

Einsamkeit Und Die Psychologische Kraft Der Marke

          
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About the Book

In eingängiger, prägnanter und oftmals humorvoller Weise beleuchtet dieses Buch die übergreifenden psychologischen Kräfte des "Kultursystems Marke". Es lässt von Sigmund Freud über Erich Fromm bis hin zu Dagobert Duck klassische sozialpsychologische Denker, Wissenschaftler und Alltags-Philosophen zu Wort kommen.

Die Marke taucht in allen Kulturen, Wirtschaftssystemen und über alle Zeitalter hinweg auf - sie ist der Dinosaurier der Ökonomie. Alles nur Manipulation?

Die Lebenswirklichkeit beweist: Die Vorstellung eines rationalen "Verbrauchers" ist falsch. Vielmehr wählen wir lustvoll aus den Möglichkeiten aus, die die Warenwelt uns bietet - egal ob Luxuslimousine oder Bio-Supermarkt. Die Entscheidung für eine Marke ist auch immer eine Aussage wie wir selbst gesehen werden wollen und vor allem welcher Gemeinschaft wir angehören: Lidl oder ALDI, BMW oder VW, Domestos oder Frosch. Indem wir uns für-oder-gegen bestimmte Waren und Dienstleistungen entscheiden, vergrößern wir unsere eigenen Möglichkeiten und schärfen unser Ich gegenüber der Außenwelt: Wir werden als Individuen erkennbar. Damit lindert die Marke eine fundamentale Angst des Menschen: Die Einsamkeit. Als Gefühl gefürchtet, wirkt sie ökonomisch als zutiefst schöpferische Kraft in Gestalt der Marke - und ist deshalb nicht zu überwinden.

Dieses Buch hält spannende und überraschende Erkenntnisse für alle diejenigen bereit, die schon immer wissen wollten, warum Marken immer und überall zu finden sind.


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Product Details
  • ISBN-13: 9783662578292
  • Publisher: Springer Berlin Heidelberg
  • Binding: Paperback
  • Language: German
  • Returnable: Y
  • Weight: 454 gr
  • ISBN-10: 3662578298
  • Publisher Date: 15 Oct 2018
  • Height: 190 mm
  • No of Pages: 121
  • Spine Width: 0 mm
  • Width: 127 mm


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