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Wie ästhetisches Produktdesign zur Markendifferenzierung beitragen kann

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Zusammenfassung

Produktdifferenzierung durch Verpackungsdesign ist einer der letzten effektiven Faktoren, der zur Markendifferenzierung beitragen kann. Jedoch ist bislang wenig über die psychologischen und neuronalen Mechanismen von Verpackungsdesign bekannt. Dieser Beitrag integriert die Literatur aus der psychologischen und neurowissenschaftlichen Ästhetikforschung und entwickelt Forschungsprämissen für die weitere Forschung zu Verpackungsdesign. Schließlich wird ein kurzer Ausblick für die weitere Forschung zu Produktdesign gegeben.

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Authors
  1. Thomas Bender
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  2. Martin Reimann
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Editor information

Editors and Affiliations

  1. Department of Psychology und am Brain & Creativity Institute, University of Southern California in Los Angeles, Los Angeles

    Martin Reimann (forscht, Lehrbeauftragter) (forscht, Lehrbeauftragter)

  2. TU München und der EGADE Graduate Business School, Tecnológico de Monterrey (Mexiko), München

    Martin Reimann (forscht, Lehrbeauftragter) (forscht, Lehrbeauftragter)

  3. Life & Brain Center und Mitglied des Vorstandes des Center for Economics and Neuroscience, Universität Bonn, Bonn

    Bernd Weber (Abteilung Neuroimaging) (Abteilung Neuroimaging)

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Bender, T., Reimann, M. (2011). Wie ästhetisches Produktdesign zur Markendifferenzierung beitragen kann. In: Reimann, M., Weber, B. (eds) Neuroökonomie. Gabler. https://doi.org/10.1007/978-3-8349-6373-4_11

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