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Hormon-Index: Wie beeinflussen Botenstoffe Entscheidungen?

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Zusammenfassung

Gefühle und Emotionen werden durch eine Vielzahl von Botenstoffen gesteuert. Diese haben einen starken Einfluss auf das Kaufverhalten und das Image einer Marke. Zentrale Fragen, die in diesem Kapitel beleuchtet werden, sind: Was bewirken Botenstoffe? Welchen Einfluss haben sie auf den Prozess der Entscheidung? Was bewirken sie bzgl. der Speicherung von Informationen und Reizen? Welche Botenstoffe werden wodurch ausgelöst und welche sind verkaufsfördernd oder sogar hemmend?

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Authors and Affiliations

  1. Institut für Sales und Marketing Exzellenz, Meerbusch, Nordrhein-Westfalen, Deutschland

    Elke Schwarz

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  1. Elke Schwarz
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© 2018 Springer Fachmedien Wiesbaden GmbH, ein Teil von Springer Nature

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Schwarz, E. (2018). Hormon-Index: Wie beeinflussen Botenstoffe Entscheidungen?. In: Neuro-Advertising. Springer Gabler, Wiesbaden. https://doi.org/10.1007/978-3-658-06076-3_5

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  • DOI: https://doi.org/10.1007/978-3-658-06076-3_5

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  • Publisher Name: Springer Gabler, Wiesbaden

  • Print ISBN: 978-3-658-06075-6

  • Online ISBN: 978-3-658-06076-3

  • eBook Packages: Business and Economics (German Language)

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