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Emotionale Konsumentenentscheidungen: Worin sich Frauen und Männer unterscheiden

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  • Pezoldt, Kerstin
  • Kerl, Imke
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    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. --

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    Bibliographic Info

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    This book is provided by Technische Universität Ilmenau, Institut für Betriebswirtschaftslehre in its series Ilmenauer Schriften zur Betriebswirtschaftslehre with number 52007 and published in 2007.

    Volume: 5/2007
    Handle: RePEc:zbw:tuisbw:52007

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    Postal: 98693 Ilmenau, Helmholtzplatz 3
    Phone: (0049) (0)3677 69 4001
    Fax: (0049) (0)3677 69 4200
    Web page: http://www.tu-ilmenau.de/bw/
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    1. Belk, Russell W, 1988. " Possessions and the Extended Self," Journal of Consumer Research, University of Chicago Press, vol. 15(2), pages 139-68, September.
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