Wie beeinflussen Vergleichsprozesse Konsumentenverhalten? Eine kritische Auseinandersetzung mit dem Choice Overload Effekt
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Wie beeinflussen Vergleichsprozesse Konsumentenverhalten? Eine kritische Auseinandersetzung mit dem Choice Overload Effekt

Wie beeinflussen Vergleichsprozesse Konsumentenverhalten? Eine kritische Auseinandersetzung mit dem Choice Overload Effekt


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About the Book

Produkte und Dienstleistungen in immer vielfältigeren Optionen und Variationsmöglichkeiten anzubieten ist ein Trend der letzten Jahre. Jedes individuelle Kundenbedürfnis soll erfüllbar sein. Durch die umfangreiche Sortimentsbreite entsteht aber auch eine Überwältigung die den Konsumenten überfordern und zur Unzufriedenheit führen kann. Dieses Phänomen wird in der wissenschaftlichen Literatur als Choice Overload Effekt bezeichnet. Diese Arbeit beschäftigt sich mit der Frage, wie sich der Choice Overload Effekt manifestiert und welche Bedeutung ihm in Kontext alltäglicher Kaufsituationen zukommt. Es werden klassische psychologische Theorien und ökonomische Überlegungen dargestellt, die positive Effekte einer Produktvielfalt vorhersagen. Diese werden Forschungsberichten zum Einfluss der Sortimentsbreite auf das Konsumentenverhalten gegenübergestellt, bevor eine Studie zum Choice Overload Effekt vorgestellt wird. Die abschließende Diskussion setzt sich kritisch mit der Auswirkung des Choice Overload Effektes auf das Konsumverhalten auseinander.
About the Author: Marco Baumgarten, B.Sc., wurde 1988 in Leverkusen geboren. Er schloss sein Studium der Psychologie an der Universität zu Köln im Jahre 2009 mit dem akademischen Grad des Bachelor of Science (B.Sc.) überdurchschnittlich erfolgreich ab. Schon während seines Studiums sammelte der Autor praktische Erfahrungen in der freien Wirtschaft im Consulting- und Marketingbereich bei namhaften Konzernen der Pharma- und Automobilbranche. Er interessiert sich besonders für die Bereiche Markenbildung und Brand Management und die zu Grunde liegenden psychologischen Prozesse für Konsumentenverhalten. Sein besonderes Interesse gilt der Schnittstelle zwischen Psychologie und Marketing.


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Product Details
  • ISBN-13: 9783956841132
  • Publisher: Bachelor + Master Publishing
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 3 mm
  • Width: 178 mm
  • ISBN-10: 3956841131
  • Publisher Date: 14 Jan 2014
  • Height: 254 mm
  • No of Pages: 50
  • Series Title: German
  • Weight: 154 gr


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Wie beeinflussen Vergleichsprozesse Konsumentenverhalten? Eine kritische Auseinandersetzung mit dem Choice Overload Effekt
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