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Produktmodifikation
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Der Zusammenhang zwischen der physikalisch-chemischen Produktrealitt und der Kaufentscheidung der Konsumenten wird bei Anbietern hufig berschtzt. Carsten Lurse entwirft Hypothesen ber die Strukturierung dieser Beziehung auf der Basis von neurobiologischen, kognitionspsychologischen sowie produkt- und preistheoretischen Aspekten. Der Autor entwickelt eine Methode, die eine genauere Prognose des Konsumentenverhaltens ermglicht und die Unsicherheit bei der Planung von Produktmodifikationen reduziert.
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