Bedeutung psychologischer Reaktanz im Marketing - Bookswagon
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Bedeutung psychologischer Reaktanz im Marketing

Bedeutung psychologischer Reaktanz im Marketing


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About the Book

Studienarbeit aus dem Jahr 2015 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 2,3, Universität Osnabrück (Fachbereich Marketing), Veranstaltung: Proseminar, Sprache: Deutsch, Abstract: Ziel der vorliegenden Arbeit ist es die Bedeutung der psychologischen Reaktanz im Marketing darzustellen, im Rahmen der Grenzen und Möglichkeiten von Marketingtechniken in der Kommunikations- und Distributionspolitik und insbesondere der Berücksichtigung von Reaktanzeffekten im Kundenbeziehungsmanagement. Ein Student ist nach einer Vorlesung durstig und möchte sich aus einem Getränkeautomaten einen Softdrink kaufen. Wenn er seine Münzen in den Automaten einwirft, so würde es ihm nicht gefallen, wenn die Maschine mit einer bunten und auffälligen Coca-Cola Reklame beginnt und mit einem großen blinkenden Pfeil auf den Coca-Cola Auswahlknopf zeigt. Es würde ihm selbst dann nicht gefallen, wenn es seine Intention war, sich eine Cola zu kaufen. Der Konsument, in diesem Beispiel der Student, könnte sich durch die aufdringliche Reklame in seiner Entscheidungsfreiheit beeinflusst fühlen und anstatt der Coca-Cola vielleicht zu einem Sodawasser greifen. Diese Motivation, auf eingeschränkte Entscheidungsfreiheit zu reagieren, wird als Reaktanz bezeichnet. Die Theorie der Reaktanz geht zurück auf Jack W. Brehm (1966) und fand Einklang in diversen wissenschaftlichen Studien, insbesondere im Rahmen des Konsumentenverhaltens. Zunächst wird ein grundlegender Überblick über die Theorie der psychologischen Reaktanz gegeben, in dessen Rahmen dargestellt wird, welche Voraussetzungen gegeben sein müssen, damit Reaktanz entsteht und welche Effekte diese hervorruft. Im dritten Abschnitt wird dargelegt, wie Reaktanz in Marketingtechniken berücksichtigt wird, vor allem in der Kommunikations- und Distributionspolitik, wobei neuere Erkenntnisse bezüglich Empfehlungsprogramme dargelegt werden. Abschließend soll die Bedeutung von Reaktanz in Techniken des Kundenbeziehungsmanagement, insb


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Product Details
  • ISBN-13: 9783668224186
  • Publisher: Grin Publishing
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 2 mm
  • Width: 148 mm
  • ISBN-10: 3668224188
  • Publisher Date: 23 Jun 2016
  • Height: 210 mm
  • No of Pages: 24
  • Series Title: German
  • Weight: 95 gr


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