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Emotionale Konsumentenentscheidungen: Worin sich Frauen und Männer unterscheiden

Author

Listed:
  • Pezoldt, Kerstin
  • Kerl, Imke

Abstract

Produkte können durch unterschiedliche sensorische Erlebnisebenen Emotionen auslösen. Ob Unterschiede in der Reaktion auf produktinduzierte emotionale Reize bestehen und welche Theorien dazu einen Erklärungsbeitrag leisten können, steht im Mittelpunkt des Beitrages. Emotionen haben in Abhängigkeit von der Branche und der Phase des Kaufentscheidungsprozesses eine unterschiedlich starke Ausprägung. Der Erforschung der geschlechtsspezifischen Unterschiede bei der Entstehung von Emotionen dienen Erkenntnisse aus der Soziologie, Genderforschung und Neuropsychologie. Es wird gezeigt, welche geschlechtsspezifischen Unterschiede bei Emotionen, die durch Produktattribute ausgelöst werden, bestehen und wie diese in der Marketingpraxis zu berücksichtigen sind.

Suggested Citation

  • Pezoldt, Kerstin & Kerl, Imke, 2007. "Emotionale Konsumentenentscheidungen: Worin sich Frauen und Männer unterscheiden," Ilmenauer Schriften zur Betriebswirtschaftslehre, Technische Universität Ilmenau, Institut für Betriebswirtschaftslehre, volume 5, number 52007.
    • Handle: RePEc:zbw:tuisbw:52007
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    References listed on IDEAS

    as
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    Cited by:

    1. Zimmermann, Gabriele, 2014. "Frauen im Versicherungsvertrieb. Was sagen die Privatkunden dazu?," Forschung am ivwKöln 2/2014, Technische Hochschule Köln – University of Applied Sciences, Institute for Insurance Studies.

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