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Dem Entscheidungsverhalten auf der Spur — Was Marketing von Behavioral Economics lernen kann

  • Kaufentscheidungen
  • Präferenzen
  • Published:
Marketing Review St. Gallen

Zusammenfassung

Im Marketing existiert die Vorstellung, dass Kunden klare und eindeutige Produktpräferenzen besitzen. Neueste Forschung aus dem Bereich „Behavioral Economics“ zeigt, dass Kunden ihre Präferenzen für ein Produkt in vielen Fällen erst im Rahmen der Kaufentscheidung bilden. Welche Folgen das für die Gestaltung von Marketingaktivitäten hat, zeigt dieser Beitrag.

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Authors
  1. Andreas Herrmann
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  2. Mark Heitmann
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  3. Jan R. Landwehr
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  4. Frank Huber
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Additional information

Prof. Dr. Andreas Herrmann Direktor der Forschungsstelle für Customer Insight an der Universität St. Gallen.

Prof. Dr. Mark Heitmann Inhaber des Lehrstuhls für Absatzwirtschaft an der Christian-Albrechts-Universität zu Kiel.

Dr. Jan R. Landwehr Habilitand an der Forschungsstelle für Customer Insight an der Universität St. Gallen.

Prof. Dr. Frank Huber Inhaber des Lehrstuhls für Marketing an der Johannes Gutenberg-Universität Mainz.

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Herrmann, A., Heitmann, M., Landwehr, J.R. et al. Dem Entscheidungsverhalten auf der Spur — Was Marketing von Behavioral Economics lernen kann. Thexis 26, 6–10 (2009). https://doi.org/10.1007/s11621-009-0118-2

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  • DOI: https://doi.org/10.1007/s11621-009-0118-2

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