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Emotionen im Marketing
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Im Marketing kommen zunehmend emotionale Positionierungsstrategien zur Anwendung. Zielgruppen werden immer fter mit Lifestylesegmenten beschrieben bzw. erklrt, und in der Werbung versuchen die Kreativen, mit immer strkeren emotionalen Reizen die Aufmerksamkeit der potenziellen Kunden zu erregen. Christian Bosch, Stefan Schiel und Thomas Winder untersuchen folgende Fragen: " Welche Emotionen spielen bei der Fhrung von Marken eine Rolle? " Wie stehen diese Emotionen miteinander in Verbindung? " Wie knnen sie messbar gemacht werden? Die Autoren beschreiben die fr das Marketing relevanten Emotionen und zeigen ausfhrlich die Entwicklung eines neuartigen nonverbalen Instruments zur Messung dieser Emotionen auf.
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