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Valide Gefühle

Valide Gefühle


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About the Book

Emotionen spielen im Leben des Menschen und damit einhergehend im Marketing eine wichtige Rolle. Für die Brandmanager ist es daher entscheidend, nicht nur die Fakten zu betrachten, sondern vielmehr im bildlichen Sinne auf den Herzschlag der Konsumenten zu hören. Damit sind die Emotionen und Gefühle gemeint, die ein Konsument im Laufe der Zeit zur Marke aufgebaut hat. Denn ebenso wie Personen geliebt bzw. gehasst werden oder sie einer anderen Person gleichgültig sind, können gegenüber Marken ähnliche Emotionen aufgebaut werden. Aber wie können Emotionen im Marketingkontext gemessen werden und welche Herangehensweisen sind aus methodischer Sicht empfehlenswert? Die bisherigen, kognitiv geprägten Verfahren zur Emotionsmessung erweisen sich als teils weniger geeignet. Die Herausforderung von Forschern und Praktikern war es daher, neue Verfahren zur validen und praktikablen Emotionsmessung zu entwickeln. Im Rahmen des vorliegenden Buches soll ein Überblick über traditionelle sowie innovative Verfahren zur Emotionsmessung gegeben werden. Insbesondere sollen dabei die Vor- und Nachteile genauer analysiert werden, um letztendlich eine Empfehlung für den praktischen Gebrauch zu geben. Abseits dessen wird einleitend die Bedeutung von Emotionen im Marketing erläutert, das Emotionskonzept definiert und weiterführend interdisziplinäre Anwendungsfelder der Emotionsmessung aufgezeigt.


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Product Details
  • ISBN-13: 9783639494020
  • Publisher: AV Akademikerverlag
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 5 mm
  • Width: 152 mm
  • ISBN-10: 3639494024
  • Publisher Date: 13 Dec 2013
  • Height: 229 mm
  • No of Pages: 88
  • Series Title: German
  • Weight: 190 gr


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