Suchergebnisse

Im September 2019 kamen Verbraucherforscherinnen und -forscher im Wissenschaftszentrum Bonn zu einem Forum des Netzwerks Verbraucherforschung zusammen. Ziel dieses Forums war es, gemeinsam mit dem Bundesamt für Sicherheit in der Informationstechnik (BSI) verschiedenen Aspekten der Datensicherheit und der Privatheit nachzugehen. So wurde debattiert, inwieweit Anbieter digitales Nudging einsetzen, um Entscheidungen der Nutzer in Hinblick auf Datensicherheit und 'Privacy' zu beeinfl ussen. Aber auch die Politik kann digitales Nudging anwenden, um Verbrauchern diese Problematik bewusst zu machen. In diesem Zeitgespräch dokumentieren wir die Beiträge der Vortragenden. ; In September 2019, consumer researchers met at the Wissenschaftszentrum Bonn for a forum of the Consumer Research Network. The aim of this forum was to investigate, together with the Federal Offi ce for Information Security, the various aspects of data security and privacy. Participants debated the extent to which providers employ digital nudging to infl uence user decisions with regard to data security and privacy. On the other hand, politicians can also use digital nudging to make consumers aware of these issues. In this Zeitgespräch, we document the contributions of the speakers.

Abstract


The emerging discipline of neuroeconomics employs methods originally used in brain research for investigating economic problems, and furthers the advance of integrating neuroscientific findings into the economic sciences. Neuromarketing or consumer neuroscience is a sub‐area of neuroeconomics that addresses marketing relevant problems with methods and insights from brain research. With the help of advanced techniques of neurology, which are applied in the field of consumer neuroscience, a more direct view into the "black box" of the organism should be feasible. Consumer neuroscience, still in its infancy, should not be seen as a challenge to traditional consumer research, but constitutes a complementing advancement for further investigation of specific decision‐making behavior.


The key contribution of this paper is to suggest a distinct definition of consumer neuroscience as the scientific proceeding, and neuromarketing as the application of these findings within the scope of managerial practice. Furthermore, we aim to develop a foundational understanding of the field, moving away from the derisory assumption that consumer neuroscience is about locating the "buy button" in the brain. Against this background the goal of this paper is to present specific results of selected studies from this emerging discipline, classified according to traditional marketing‐mix instruments such as product, price, communication, and distribution policies, as well as brand research. The paper is completed by an overview of the most prominent brain structures relevant for consumer neuroscience, and a discussion of possible implications of these insights for economic theory and practice.

Copyright © 2008 John Wiley & Sons, Ltd.

Grundlagen des Handelsmarketing -- Informationsgrundlagen des Handelsmarketing -- Ziele und Strategien des Handelsmarketing -- Die Betriebstypenpolitik -- Markenpolitik im Handel -- Die Standortpolitik -- Die Sortimentspolitik -- Die Personalpolitik -- Die Preispolitik -- Die Präsentationspolitik -- Die Kommunikationspolitik -- Customer Relationship Management im Hande -- Multikanalmanagement -- Handelscontrolling.

AbstractSharing can help make goods available to many people who would otherwise have no access to them. In the effort of motivating more people to participate in the sharing economy, it is useful to know the variables that influence the willingness to share (WTS). Our study aims to identify these variables. Applying field theory, we conducted an experiment based on nonmonetary sharing situations. Complementing existing research directed towards users of goods, we focused on the providers of goods, thus broadening the understanding of sharing contexts. We demonstrate that WTS can be explained by several variables. In particular, a low social distance increases individuals' WTS their belongings with others. Product involvement is also a predictor of whether or not people are willing to share. In contrast, consumer characteristics such as materialism, altruism, and interpersonal trust have no impact on sharing intentions. Our findings provide significant implications for consumer research and for the marketing of sharing organizations.

Verbraucher- und Arbeitnehmerinteressen können sich grundlegend unterscheiden. Während die einen möglichst preiswert kaufen wollen, sind für die anderen die Arbeitsbedingungen von großer Bedeutung. Eine Befragung von Verbrauchern aus einer informationsökonomischen Perspektive verdeutlicht, dass dieses etwaige Spannungsverhältnis wesentlich darin begründet ist, dass Verbraucher nicht in der Lage sind, 'gute Arbeit' zu erkennen. Verbraucherpolitisch könnte dort angesetzt und mehr Markttransparenz geschaffen werden. ; The interests of consumers and employees can differ fundamentally. While it is in consumers' interest to buy at the lowest prices, employees depend on good working conditions. A customer survey from an information economics point of view reveals that the tension between the two can be explained by the incapability of consumers to identify 'good labour'. Consumer policy could work to counteract this phenomenon and enforce more transparency in the market.

Abstract


There is evidence in neuroscience that the brain processes negative visual stimuli in a different manner than positive ones. Our study investigates, whether it is possible to transfer these findings to one specific, often‐neglected marketing stimulus, package design. For this purpose, we measured the brain activity of subjects while they had to make decisions about the attractiveness of certain fast moving consumer good packages. As predicted by consumer neuroscience, we found that attractive and unattractive packages are able to trigger different cortical activity changes. Contrasting attractive versus unattractive packages, revealed significant cortical activity changes in visual areas of the occipital lobe and the precuneus – regions associated with the processing of visual stimuli and attention. On the individual level, we found significant activity changes within regions of reward processing. On the other hand by contrasting unattractive versus attractive packages we found an increased activity in areas of the frontal lobe and insula cortex, regions often associated with processing aversive stimuli such as unfair offers or disgusting pictures. Although, these results are without any doubt preliminary they might explain why attractive packages gain more attention at the point‐of‐sale and this, in turn, positively influences turnovers of fast moving consumer goods.

Copyright © 2008 John Wiley & Sons, Ltd.

Renommierte Wissenschaftler und Führungskräfte untersuchen entlang der Phasen des Marketingmanagementprozesses die Grundlagen, Konzepte, Instrumente und Wirkungen eines nachhaltigen Marketing und präsentieren Lösungsoptionen zur Generierung eines Kunden- und Wettbewerbsvorteils unter Beachtung von Nachhaltigkeitsanforderungen. Die Herausgeber, die drei Forschergenerationen repräsentieren, verfolgen eine systematische Zusammenführung der Ergebnisse aus Wissenschaft und Praxis. Ihr Ziel ist es, einen Impuls für den Wissenstransfer zwischen Wissenschaft und Praxis zu geben, damit die innovative und wirkungsvolle Umsetzung eines Sustainable Marketing im Unternehmensalltag weiter voranschreitet. Der Inhalt: Grundverständnis und situativer Kontext des Sustainable Marketing Entwicklung einer nachhaltigen Marketingkonzeption Managementherausforderungen eines Sustainable Marketing (ökologische, soziale und ökonomische Zielinhalte; der politische und rechtliche Kontext) Umsetzung von nachhaltigen Marketingstrategien mit Praxisbeispielen aus dem Bankensektor, der Kommunikationsindustrie, der Automobilindustrie, der Konsumgüterindustrie u.a.m. Die Herausgeber: Prof. Dr. Dr. h.c. mult. Heribert Meffert ist Professor der Betriebswirtschaftslehre, insbesondere Marketing, und emeritierter Direktor des Instituts für Marketing am Marketing Center Münster (MCM) der Westfälischen Wilhelms-Universität Münster. Prof. Dr. Peter Kenning ist Inhaber des Lehrstuhls für Marketing an der Zeppelin Universität Friedrichshafen. Prof. Dr. Manfred Kirchgeorg ist Inhaber des SVI-Stiftungslehrstuhls für Marketing, insbesondere E-Commerce und Crossmediales Management, an der HHL Leipzig Graduate School of Management