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Antezedenzien und Konsequenzen des Regret
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Emotionen des Konsumenten wie das Bedauern (Regret) ber ein Produkt, das sich nach Kauf und Konsum als untauglich erweist, sind von hoher Relevanz fr die Kunden(un)zufriedenheit. Kenntnisse ber das Zustandekommen und die Folgen des Regret erffnen dem Unternehmen wichtige Ansatzpunkte, um auf das Kuferverhalten einzuwirken. Auf der Basis konomischer und verhaltenswissenschaftlicher Theorien untersucht Christian Seilheimer die Bedeutung des Regret. Er erlutert den Zusammenhang zwischen Antezedenzien und Konsequenzen und leitet konkrete Handlungsempfehlungen zur Ausgestaltung des Marketingmix fr eine erfolgreiche Unternehmenspolitik sowie fr einzelne marketingpolitische Instrumente ab.
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