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Wirtschaftspsychologie pp 31–52Cite as

Kaufentscheidungen

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Zusammenfassung

Menschen fällen jeden Tag eine Vielzahl von Kaufentscheidungen. Sie kaufen manche Produkte zum wiederholten Male, wie etwa Lebensmittel oder Socken, manche aber auch nur wenige Male im Leben, wie z. B. ein Haus oder einen Toaster. Solche Kaufentscheidungen laufen nicht immer »nach dem gleichen Muster« ab. Über manche Entscheidungen denkt man kaum nach, man geht sozusagen in einen Laden und findet gleich das »richtige Produkt«. Andere Käufe beschäftigen eine Person über mehrere Wochen und manchmal kann das Ergebnis auch im Verzicht auf einen Kauf liegen. In wieder anderen Fällen kommt man mit einem Produkt nach Hause, dessen Kauf man gar nicht beabsichtigt hatte. Konsumenten verfolgen zudem bestimmte Ziele mit einem Kauf; man kann kaufen, um unmittelbar zu konsumieren, um etwas zu verschenken, aber auch, um übermäßigen Konsum zu begrenzen, weil man zukünftigen Bedarf antizipiert (z. B. der Abschluss einer privaten Rentenversicherung). Und schließlich sind Kaufentscheidungen oft Bestandteil einer Rolle, also eines Bündels von standardisierten Verhaltenserwartungen, die andere an eine Person richten und welche diese zu erfüllen sucht (z. B. als professioneller Einkäufer, Vater, beste Freundin etc.). Kaufentscheidungen kommen also auf unterschiedlichen Wegen zustande.

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Authors and Affiliations

  1. Lehrstuhl für Psychologie, insbes. Wirtschafts- und Sozialpsychologie, Friedrich-Alexander-Universität Erlangen-Nürnberg, Lange Gasse 20, 90403, Nürnberg

    Dr. Hans-Georg Wolff & Prof. Dr. Klaus Moser

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  1. Dr. Hans-Georg Wolff
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  1. Lehrstuhl für Psychologie, insbes. Wirtschafts- und Sozialpsychologie, Friedrich-Alexander-Universität Erlangen-Nürnberg, Lange Gasse 20, 90403, Nürnberg

    Klaus Moser

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Wolff, HG., Moser, K. (2007). Kaufentscheidungen. In: Moser, K. (eds) Wirtschaftspsychologie. Springer-Lehrbuch. Springer, Berlin, Heidelberg. https://doi.org/10.1007/978-3-540-71637-2_3

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