Nonverbale Marktkommunikation by P. Weinberg - Bookswagon
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Nonverbale Marktkommunikation

Nonverbale Marktkommunikation


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About the Book

Nonverbale Marktkommunikation betrifft die Gesichts- und Korpersprache von Konsumenten beim Einkauf sowie die Beein flussung des Konsumentenverhaltens mittels nichtsprachlicher Signalsysteme. Gemass dieser Titelinterpretation gibt diese Schrift einen zusammenfassenden Uberblick uber empirische Forschungsprojekte, die am Lehrstuhl fur Absatz-, Konsum und Verhaltensforschung der Universitat -GH- Paderborn durchgefuhrt worden sind. Meine Mitarbeiter Dr. Franz-Josef Konert, Dipl. -Kfm. Sigrid Bekmeier und Dipl. -Kfm. Marion Schoppe haben mich mit zahl reichen Anregungen versorgt. Meine Sekretarin Frau Ingrid Tegethoff kummerte sich um die Reinschrift des Manuskriptes. Als Testleser haben Dipl. -Kfm. Andrea Groppel und Dipl. -Kfm. Heiner Spieker zu mehreren Verbesserungen beigetragen. Die Koordination aller Arbeiten bis zur druckreifen Endfassung oblag Dipl. -Kfm. Petra Schukart. Allen danke ich sehr herzlich. Peter Weinberg - 3 - INHALTSVERZEICHNIS l. Zur Problemstellung 5 l. 1 Begriffliche Grundlagen 5 1. 1. 1 Definition der nonverbalen Marktkornmunikation 5 1. 1. 2 Beziehungen zwischen verbaler und nonverbaler Korrununikation 7 1. 1. 3 Analyse des emotionalen Verhaltens 9 1. 2 Klassifikation der nonverbalen Kommunikation 13 1. 2. 1 Gesichtssprache 13 1. 2. 2 Korpersprache 17 1. 3 Praktische Relevanz fur die Konsumentenforschung 21 1. 3. 1 Methodische Aspekte 21 1. 3. 2 Verhaltensaspekte 23 1. 3. 3 Beeinflussungsaspekte 25 2. Erfassung der nonverbalen Marktkommunikation 27 2. 1 Aufgaben der Marktforschung 27 2. 1. 1 Beobachtung korperlicher Kommunikationssignale 27 2. 1. 2 Einsatz von Bilderskalen 32 2. 2 Das FAC-System zur Erfassung der Gesichtssprache von Konsumenten 37 2. 2. 1 Methodik des FAC-Systems 37 2. 2.


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Product Details
  • ISBN-13: 9783790803570
  • Publisher: Physica-Verlag GmbH & Co
  • Binding: Hardback
  • Height: 0 mm
  • No of Pages: 224
  • Series Title: Konsum Und Verhalten
  • Width: 0 mm
  • ISBN-10: 379080357X
  • Publisher Date: 14 Oct 1986
  • Edition: 1986 ed.
  • Language: German
  • Returnable: Y
  • Weight: 750 gr


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