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Imply-Benefit-Attribute im Bereich häufig gekaufter Konsumgüter

Author

Listed:
  • Heribert Gierl

    (Universität Augsburg)

  • Tina Großmann

    (Universität Augsburg)

Abstract

Zusammenfassung In dieser Abhandlung wird die Frage behandelt, wie Konsumenten auf Produktmerkmale reagieren, die für sie leicht durchschaubar nur in anderen Bereichen einen Nutzen stiften, aber keinen Nutzen im beworbenen Produkt aufweisen (z.B. echtes Gold in einer Seife, Wellnessfrüchte in einer Marmelade, Diamantenstaub in einem Nagelhärter). Wir bezeichnen solche Attribute als Imply-Benefit-Attribute und erörtern auf Basis von Konsumentenverhaltenstheorien und elf Experimenten deren Wirkung. Das zentrale Ergebnis lautet, dass derartige Produktmerkmale eine positive Wirkung aufweisen, es sei denn, hoch involvierte Konsumenten könnten dadurch von der Verarbeitung anderer starker Kaufargumente abgelenkt werden.

Suggested Citation

  • Heribert Gierl & Tina Großmann, 2008. "Imply-Benefit-Attribute im Bereich häufig gekaufter Konsumgüter," Schmalenbach Journal of Business Research, Springer, vol. 60(4), pages 355-384, June.
    • Handle: RePEc:spr:sjobre:v:60:y:2008:i:4:d:10.1007_bf03372798
    DOI: 10.1007/BF03372798
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    Keywords

    M31;

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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