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Wenn der Flow überspringt - Produktnahe Spiele als Umsatzlieferant

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  • Müller-Stewens, Jessica

Abstract

Obwohl produktnahe Spiele in der Marketingpraxis zunehmend an Bedeutung gewinnen, besteht über ihre ökonomischen Konsequenzen noch weitgehend Unklarheit. Dieser Beitrag charakterisiert produktnahe Spiele und untersucht deren ökonomischen Konsequenzen. Anhand von Felddaten wird veranschaulicht, dass produktnahe Spiele umsatzsteigernd wirken. Der psychologische Prozess dahinter wird erklärt. Zudem werden zentrale Treiber für die Wirksamkeit produktnaher Spiele aufgezeigt.

Suggested Citation

  • Müller-Stewens, Jessica, 2017. "Wenn der Flow überspringt - Produktnahe Spiele als Umsatzlieferant," Marketing Review St.Gallen, Universität St.Gallen, Institut für Marketing und Customer Insight, vol. 34(4), pages 128-134.
    • Handle: RePEc:zbw:hsgmrs:275932
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