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Konsumentenverständnis pp 157–195Cite as

Wahrnehmung und Interpretation von Informationen

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Zusammenfassung

Unsere Wahrnehmung und die Interpretation von Informationen und Reizen aus der externen Umwelt steht in engem Zusammenhang mit unseren Gedächtnissystemen und den für eine Gedächtnisbildung zugrunde liegenden, vielfältigen Lernprozessen. Dieses Kapitel beschreibt den prinzipiellen Wahrnehmungsprozess, erläutert, auf welche Reize wir besonders ansprechen und welche Faktoren den Prozess der Wahrnehmung beeinflussen. Mit diesen Ausführungen wird deutlich, warum Wahrnehmung immer höchst subjektiv und auch von zufälligen Faktoren abhängig ist.

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  1. Studiengang „Marketing und Electronic Business“, University of Applied Sciences Upper Austria, Campus Steyr, Österreich

    Harald Kindermann

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Kindermann, H. (2020). Wahrnehmung und Interpretation von Informationen. In: Konsumentenverständnis. Springer Gabler, Wiesbaden. https://doi.org/10.1007/978-3-658-28161-8_5

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