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Gestaltung von Verschmelzungsprodukten

Gestaltung von Verschmelzungsprodukten

Brand
Springer Nature
Manufacturer
N/A
Part Number
0
GTIN
9783834962409
Condition
New
Product Description

Immer hufiger verschmelzen einst eigenstndige Produkte aus teilweise ganz unterschiedlichen Produktkategorien zu einem neuen multifunktionalen Verschmelzungsprodukt. Vera Waldschmidt analysiert am Beispiel digitaler Konvergenzprodukte und Wearable Electronics in verschiedenen experimentellen Studien, welche Faktoren die akzeptanzrelevanten kognitiven Vorgnge bei der Wahrnehmung solcher Verschmelzungsprodukte beeinflussen und wie Verschmelzungsprodukte gestaltet werden sollten, damit Konsumenten den hybriden Charakter dieser Produkte verstehen und sie dem Wettbewerb vorziehen. Aus den Ergebnissen leitet die Autorin konkrete Gestaltungsempfehlungen fr die Produkt- und Kommunikationspolitik ab.

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