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Psychische Prozesse in der Konsumforschung, Kaufentscheidungstypen und Bereiche psychologischer Marktforschung
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ISBN10: 3346750051
ISBN13: 9783346750051
Publisher: Grin Verlag
Published: Sep 26 2022
Pages: 36
Weight: 0.13
Height: 0.09 Width: 5.83 Depth: 8.27
Language: German
ISBN13: 9783346750051
Publisher: Grin Verlag
Published: Sep 26 2022
Pages: 36
Weight: 0.13
Height: 0.09 Width: 5.83 Depth: 8.27
Language: German
Einsendeaufgabe aus dem Jahr 2022 im Fachbereich Psychologie - Wirtschaftspsychologie, Note: 1,7, SRH Fernhochschule (Psychologie), Veranstaltung: Rahmenbedingungen der Markt- und Werbepsychologie, Sprache: Deutsch, Abstract: Psychische Prozesse haben eine zentrale Bedeutung in der Konsumforschung. Die Grundbegriffe Aktivierung, Emotion, Motivation und Einstellung werden in diesem Zusammenhang in den Unterkapiteln zunächst definiert und anhand eines Beispiels erläutert. Danach erfolgt eine Abgrenzung der Begriffe. Kenntnisse über das Kaufverhalten der Kunden ist unerlässlich für Unternehmen. In Kapitel 2 werden daher die verschiedenen Kaufentscheidungstypen Extensives Kaufverhalten, Limitiertes Kaufverhalten, Habituelles Kaufverhalten sowie Impulsives Kaufverhalten vorgestellt und jeweils anhand eines Beispiels erläutert. Im Kapitel 3 werden verschiedene Bereiche der psychologischen Marktforschung thematisiert. Im Unterkapitel 3.1 wird zum Verständnis kurz der Begriff der psychologischen Marktforschung beschrieben. Danach wird im Unterkapitel 3.2 die Quantitative Forschung, im Unterkapitel 3.3 die Deskriptive Forschung und im Unterkapitel 3.4 die Kausale Forschung erläutert. Zu den drei Bereichen werden jeweils Beispiele zur Erläuterung gegeben.
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