Studien und aktueller Forschungsstand des Neuromarketings
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Studien und aktueller Forschungsstand des Neuromarketings

Studien und aktueller Forschungsstand des Neuromarketings


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About the Book

Akademische Arbeit aus dem Jahr 2009 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 1,3, Hochschule Fresenius; Köln, Sprache: Deutsch, Abstract: Im Marketing ist die Nutzung von bildgebenden Verfahren, wie die PET, MEG oder fMRT noch eine sehr neue Disziplin. Erst in den vergangenen drei Jahren hat dieser Bereich durch seine prägenden Erkenntnisse eine deutlich stärkere Aufmerksamkeit erfahren als in den Jahren zuvor. Der Grund, warum Neuromarketing nun eine höhere Akzeptanz erfährt, ist unter anderem die Anwendung der nicht invasiven, ungefährlichen Verfahren (z.B. der fMRT) - also die ausschließliche Nutzung der magnetischen Eigenschaften des Körpergewebes. Auch wenn inzwischen schon einige Forschungsergebnisse in Form von primärwissenschaftlichen Studien vorliegen, so ist es dennoch eine Herausforderung, ausdrücklich marketingrelevante Ergebnisse herauszufiltern. Das Hauptproblem bei den meisten durchgeführten Studien ist, dass sie nur selten aufeinander aufbauen und somit sehr viele verschiedene Bereiche des Konsumentenverhaltens beleuchten. Grundsätzlich sind zwei verschiedene Verfahrensansätze zu unterscheiden: Bei der einen Möglichkeit werden den Versuchspersonen im Vorfeld bestimmte Produkte und Marken gezeigt, während die Aktivierung des Gehirns aufgezeichnet und später durch Spekulationen interpretiert wird. Bei der anderen Möglichkeit wird zuvor eine Theorie formuliert, die es dann durch die verschiedenen wissenschaftlichen Methoden zu bestätigen oder zu widerlegen gilt. Um einen Überblick auf die für das Marketing interessanten Anwendungen des Neuromarketings zu erhalten, ist es wichtig, einige Studien aus den ersten Schritten der Neuroökonomie zu betrachten. Durch den Vergleich besonders prägnanter, hauptsächlich mit der funktionellen Magnetresonanztomografie durchgeführten Studien, kristallisieren sich drei marketingrelevante Schwerpunkte heraus: Die Markenforschung, die Kommunikationsforschung und die Kaufentscheidung. Im Folg


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Product Details
  • ISBN-13: 9783668140264
  • Publisher: Grin Verlag
  • Publisher Imprint: Grin Verlag
  • Height: 210 mm
  • No of Pages: 44
  • Series Title: German
  • Weight: 118 gr
  • ISBN-10: 366814026X
  • Publisher Date: 03 Feb 2017
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 3 mm
  • Width: 148 mm


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