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Emotionen bei Buying Center-Entscheidungen
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Kaufentscheidungen werden auf Industriegtermrkten in der Regel nicht von Einzelpersonen getroffen, sondern durch eine Gruppe von Mitarbeitern, sogenannte Buying Center. Christin Haehnel entwickelt ein Modell zur Wirkung von Emotionen bei Buying Center-Entscheidungen, welches nicht nur die individuelle Ebene des einzelnen Entscheiders, sondern zudem auch die bergeordnete Gruppenebene (Buying Center-Emotion) bercksichtigt. Anhand der empirischen Modellprfung zeigt die Autorin die magebliche Beteiligung von Emotionen an industriellen Kaufentscheidungen auf und appelliert an Marketing-Praxis und -Forschung, Emotionen verstrkt Aufmerksamkeit zu widmen.
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