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„Radio oder Schiebedach?“–Wirkung von mentalen Budgets auf das individuelle Produktwahlverhalten

Author

Listed:
  • Benjamin Polak

    (Geschäftsführer eways)

  • Andreas Herrmann

    (Universität St. Gallen)

  • Mark Heitmann

    (Christian-Albrechts-Universität zu Kiel)

  • Marc Cäsar

    (Audi AG)

  • Jan Landwehr

    (Universität St. Gallen)

Abstract

Zusammenfassung Viele Individuen bilden Ausgabenkategorien (z.B. Nahrung, Kleidung, Unterhaltung) und legen eine Budgetgrenze für fast jede Kategorie fest („mental budgeting“). Zudem neigen Personen, die „mental budgeting“ betreiben, zu einem Unterkonsum, da es zwischen den Kategorien häufig keinen Budgetausgleich gibt und sich viele Individuen bei ihren Käufen zumeist an die Budgetgrenzen halten. Eine empirische Untersuchung zeigt, dass sich die Zahlungsbereitschaft der Kunden verbessern lässt, sofern ein Unternehmen keine Kategorien für sein Produkt vorgibt. Dieser Effekt ist umso stärker, je mehr Produktwissen ein Individuum besitzt. Für Personen, die kein Produktwissen besitzen, bilden vorgegebene Kategorien wichtige Orientierungsanker, um ein Produkt zu spezifizieren.

Suggested Citation

  • Benjamin Polak & Andreas Herrmann & Mark Heitmann & Marc Cäsar & Jan Landwehr, 2009. "„Radio oder Schiebedach?“–Wirkung von mentalen Budgets auf das individuelle Produktwahlverhalten," Schmalenbach Journal of Business Research, Springer, vol. 61(7), pages 783-803, November.
    • Handle: RePEc:spr:sjobre:v:61:y:2009:i:7:d:10.1007_bf03373668
    DOI: 10.1007/BF03373668
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    References listed on IDEAS

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    Keywords

    M30; M31;

    JEL classification:

    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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