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Multioptionales Konsumentenverhalten und Marketing

Multioptionales Konsumentenverhalten und Marketing

Brand
Springer Nature
Manufacturer
N/A
Part Number
0
GTIN
9783824466702
Condition
New
Product Description

Mit der Zunahme der Konsummglichkeiten ndert sich das Verhalten der Konsumenten: Es wird multioptional, d.h. vielschichtig in einer Person, instabil ber die Zeit und divergierend ber die Konsumentengruppen. Obwohl diese Entwicklung bereits seit geraumer Zeit zu beobachten ist, hat die klassische Marketinglehre sie bisher nicht bercksichtigt. Annette Schppenhauer beschreibt dieses multioptionale Konsumentenverhalten auf der Basis von Trendforschung, Psychologie und Soziologie und erklrt das Phnomen anhand der Autopoiesetheorie aus der Selbstorganisationsforschung. Vor dem Hintergrund eines konstruktivistischen Wissenschaftsverstndnisses werden Implikationen fr die Anstze der Konsumentenforschung sowie fr die Methoden und Instrumente der klassischen Marketinglehre verdeutlicht.

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