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Die Rolle von Emotionen: Wie funktionieren Emotionen und wo lassen sie sich nutzen?
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ISBN10: 3640767918
ISBN13: 9783640767915
Publisher: Grin Verlag
Published: Dec 3 2010
Pages: 88
Weight: 0.28
Height: 0.21 Width: 5.83 Depth: 8.27
Language: German
ISBN13: 9783640767915
Publisher: Grin Verlag
Published: Dec 3 2010
Pages: 88
Weight: 0.28
Height: 0.21 Width: 5.83 Depth: 8.27
Language: German
Bachelorarbeit aus dem Jahr 2008 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 2,0, Hochschule Ludwigshafen am Rhein, Sprache: Deutsch, Abstract: Physische Produktdifferenzierungen sto en immer mehr an ihre Grenzen, da sie, bedingt durch den technischen Fortschritt, in heutiger Zeit kaum Möglichkeiten bieten, einen Wettbewerbsvorteil gegenüber der Konkurrenz zu erreichen. Umso wichtiger wird eine emotional einzigartige Positionierung der Produkte in der Gefühls- und Vorstellungswelt der Menschen. Die vorliegende Arbeit soll einen Beitrag zur Untersuchung bisheriger emotionaler Ansprache in den verschiedenen Teilgebieten des Marketing leisten und Möglichkeiten des effizienten Einsatzes von Emotionen zeigen. In Kapitel 2 der vorliegenden Arbeit wird der Begriff Emotionen, soweit es der Verfasserin möglich war, definiert und von verwandten Worten wie Affekt und Gefühl abgegrenzt, sowie wichtige Fragestellungen in Bezug auf den Einsatz von Emotionen im Marketing erläutert. In Kapitel 3 stellt die Verfasserin dieser Arbeit für die Marketingpraxis wichtige Emotionstheorien und ihre bedeutenden Vertreter vor. Kapitel 4 illustriert den anatomischen Aufbau des Gehirns sowie den ungefähren Sitz von Emotionen und Kognitionen. In Kapitel 5 werden die verschiedenen Emotionstheorien aus Kapitel 3 auf ihre Praxisrelevanz überprüft. Kapitel 6 schlie t mit einer kurzen Zusammenfassung der Erkenntnisse vorheriger Kapitel ab und stellt Implikationen für die Praxis sowie aktuelle Entwicklungen dar.
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