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Manipulation durch Neuromarketing. Wie sich das Unterbewusstsein und somit das Kaufverhalten der Kunden beeinflussen lässt

Manipulation durch Neuromarketing. Wie sich das Unterbewusstsein und somit das Kaufverhalten der Kunden beeinflussen lässt

          
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About the Book

Bachelorarbeit aus dem Jahr 2018 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 1,6, Deutsche Hochschule für Prävention und Gesundheitsmanagement GmbH, Sprache: Deutsch, Abstract: Die Thesis verfolgt das Ziel zu analysieren, ob manipulative Marketingstrategien und der Trend hin zum Neuromarketing, notwendig sind, um den Erfolg von Produkten und Dienstleistungen zu sichern. Außerdem soll gezeigt werden, wie diese manipulativen Strategien unterbewusst das Kaufverhalten der Kunden beeinflussen und auf den aktuellen Forschungsfortschritt im Neuromarketing eingehen. Wir leben in einer Konsumgesellschaft umgeben von Märkten mit unzähligen Dienstleistungsangeboten und Produkten. Mächtige Firmen, Unternehmen und Marken etablieren sich auf diesem Markt. Dennoch steuert und entwickelt sich dieser nach dem Unterbewusstsein jedes einzelnen Käufers. Unsere Kaufentscheidungen bestimmen über Erfolg oder Misserfolg eines Unternehmens und dessen Produkte oder Dienstleistungen. Um Erkenntnis über Kaufentscheidungen eines Konsumenten zu erhalten, haben sich im Laufe der Jahre neue Marketingstrategien entwickelt, die es möglich machen, ein Produkt oder eine Dienstleistung noch besser vermarkten zu können. Der gegenwärtige Markt greift zurück auf die Psychologie des Konsumenten. Dieser neue Marketingschwerpunkt nennt sich Neuromarketing. Hierbei bedient sich das Marketing der Neurowissenschaft und deren Erkenntnissen über die Psychologie des Kunden. Es gilt zu erforschen, ob es im Hirn des Menschen einen gewissen "Kaufauslöser" gibt, der mit dem richtigem Marketing aktiviert werden kann. Neuromarketing soll dazu beitragen, Erkenntnis über den Erfolg eines Produktes, einer Dienstleistung zu erlangen, bevor es überhaupt auf dem Markt ist. Wie reagiert der Konsument auf gewisse Marketingstrategien? Wie muss Werbung eingesetzt werden, um die richtigen Regionen im Gehirn des Kunden aktivieren zu können? Wie funktioniert die Psychologie des Kaufprozesses? Wie kann ich den


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Product Details
  • ISBN-13: 9783346132567
  • Publisher: Grin Verlag
  • Publisher Imprint: Grin Verlag
  • Height: 210 mm
  • No of Pages: 52
  • Spine Width: 3 mm
  • Width: 148 mm
  • ISBN-10: 3346132560
  • Publisher Date: 21 Feb 2020
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Weight: 82 gr


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Manipulation durch Neuromarketing. Wie sich das Unterbewusstsein und somit das Kaufverhalten der Kunden beeinflussen lässt
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Manipulation durch Neuromarketing. Wie sich das Unterbewusstsein und somit das Kaufverhalten der Kunden beeinflussen lässt
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