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Was Sie aus diesem Essential mitnehmen können

• Emotionen sind einflussreiche, im Marketing mitunter unterschätzte Treiber bei der Bewertung hedonischer Produkte und Services durch den Konsumenten

• Menschen beurteilen ein hedonisches Gut anhand der durch dieses Gut ausgelösten positiven und negativen Emotionen

• Im Rahmen emotionsbasierter Bewertungsprozesse gilt es, die Zeitdimension zu berücksichtigen, da sich die Evaluation ein und desselben hedonischen Produktes bzw. Services durch den Konsumenten im Zeitverlauf signifikant verändern kann

• Die nach hedonischen Maßstäben „beste Entscheidung“ ist diejenige Kaufbzw. Konsumentscheidung, die die positiven Emotionen des Konsumenten in allen Phasen des Konsumprozesses (Erwartung, Entscheidung, Re-Evaluation, Konsumerlebnis, Erinnerung) maximiert

• Die Betrachtung des hedonischen Konsumprozesses als Ganzes ermöglicht dem Marketing ein besseres Verständnis sowie eine zielgerichtetere Steuerung der emotionsbasierten Evaluation eines Produktes bzw. Services im Zeitverlauf

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