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Плацебо Ефектите В Маркетинга И Потребителската Удовлетвореност

Author

Listed:
  • Атанаска Решеткова

    (Стопанска академия "Д.А.Ценов")

Abstract

Основна цел на настоящата студия е да се представи методология за изследване влиянието на маркетинговите плацебо ефекти върху потребителската удовлетвореност. В синтезиран вид е представена същността на плацебо ефектите от маркетингови стимули и са дискутирани подходите за тяхното установяване и измерване. Предложен е концептуален модел, обвързващ феномена с потребителската удовлетвореност, и са анализирани възможностите за емпирично му тестване, като са предложени индикаторни променливи на основните конструкти в модела.

Suggested Citation

  • Атанаска Решеткова, 2016. "Плацебо Ефектите В Маркетинга И Потребителската Удовлетвореност," Almanac of PhD Students, D. A. Tsenov Academy of Economics, Svishtov, Bulgaria, vol. 12(12 Year 2), pages 244-272.
    • Handle: RePEc:dat:almphd:v:12:y:2016:i:12:p:244-272
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    File URL: http://hdl.handle.net/10610/3287
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    More about this item

    Keywords

    плацебо ефекти; маркетингови инструменти; потреби- телска удовлетвореност; експериментален дизайн;
    All these keywords.

    JEL classification:

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

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