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Sunk-Costs und die Nutzung von Dienstleistungen

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Aktuelle Beiträge zur Dienstleistungsforschung

Part of the book series: Fokus Dienstleistungsmarketing ((FDM))

Zusammenfassung

Der ökonomischen Theorie folgend sollten Kauf- und Nutzungsentscheidungen nur von Grenzkosten und Grenzerlösen beeinflusst werden (Thaler, 1985, S. 47). Dennoch fällt es vielen Menschen schwer, Produkte, für die sie bereits monetäre Ressourcen aufgewendet haben, wegzuwerfen. Sie wollen nicht verschwenderisch erscheinen und halten daher häufig an dem Vorsatz fest, gekaufte Güter bzw. Dienstleistungen auch tatsächlich zu nutzen.

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Authors and Affiliations

  1. Universität Kaiserslautern, Kaiserslautern, Deutschland

    Dr. Thomas Robbert, Prof. Dr. Stefan Roth & Lennart Straus

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  1. Dr. Thomas Robbert
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  1. Lehrstuhl für Marketing, TU Kaiserslautern, Postfach 3049, Kaiserslautern, 67653, Germany

    Stefan Roth

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Robbert, T., Roth, S., Straus, L. (2013). Sunk-Costs und die Nutzung von Dienstleistungen. In: Roth, S. (eds) Aktuelle Beiträge zur Dienstleistungsforschung. Fokus Dienstleistungsmarketing. Springer Gabler, Wiesbaden. https://doi.org/10.1007/978-3-658-00253-4_2

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  • DOI: https://doi.org/10.1007/978-3-658-00253-4_2

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