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Persönlichkeit und Kaufentscheidung

Persönlichkeit und Kaufentscheidung


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About the Book

Inhaltsangabe: Zusammenfassung: Die Arbeit befaßt sich mit der wissenschaftlichen Überprüfung von (bisher nicht wissenschaftlich überprüften) Erfahrungen und daraus resultierenden Empfehlungen aus dem Verkauf und der Werbung zur Steigerung der Effektivität und Effizienz dieser. Die daraus gewonnenen Ergebnisse sind interessant für alle, die mit der aktiven Gestaltung von Werbung zu tun haben (seien es Fernseh- oder Hörfunkspots, sowie Anzeigen in Printmedien), vor allem aber für Branchen, in denen Personen, die im Verkauf direkt mit dem Kunden in Kontakt stehen (Face To Face) und ein längeres Gespräch benötigen (ab ca. 15 Minuten), um ihr Produkt oder ihre Dienstleistung dem Kunden darzustellen (optimal geeignet für alle Produkte aus dem Bereich Finanzdienstleistungen, insbesondere Versicherungen, sowie für die Automobilbranche, aber auch für erklärungsbedürftige Produkte aus dem Bereich Computer und Telekommunikation). Konkret wird ein Modell überprüft, mit dem es möglich ist, einen potentiellen Kunden innerhalb kurzer Zeit einem von drei Persönlichkeitsprofilen zuzuordnen, um daraufhin ein speziell auf das entsprechende Persönlichkeitsprofil abgestimmtes Verkaufsgespräch zu führen, anstatt ein Standardgespräch zu verwenden, welches die Persönlichkeit des Kunden übergeht und damit dessen spezielle Anforderungen, Motive und Wünsche nicht berücksichtigt. (Bisher wurde angenommen, daß es allgemein gute und weniger gute Argumente bezüglich eines Produkts gibt, die z.B. für Werbekampagnen mit Hilfe entsprechender Vortests evaluiert werden. Die Arbeit zeigt, daß dem nicht immer so ist, sondern es stark vom Persönlichkeitsprofil eines Rezipienten abhängen kann, ob er ein Argument als gut oder weniger gut empfindet) Umgekehrt ist es so möglich, aufzuzeigen, welche verschiedenen Merkmale z.B. eine Werbebotschaft enthalten muß, um eine möglichst breite und heterogene Zielgruppe mit den unterschiedlichsten Persönlichkeitsprofilen zu erreichen. Die Arbeit stellt das zugru


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Product Details
  • ISBN-13: 9783838614533
  • Publisher: Diplom.de
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 9 mm
  • Weight: 267 gr
  • ISBN-10: 3838614534
  • Publisher Date: 31 Mar 1999
  • Height: 210 mm
  • No of Pages: 160
  • Series Title: German
  • Sub Title: Der Einfluß persuasiver Produktinformation auf Kaufintention und -verhalten in Abhängigkeit von Persönlichkeitsmerkmalen von Konsumenten
  • Width: 148 mm


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