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Marktforschung im Wohnzimmer: Wie Konsumentinnen und Konsumenten Produktbewertungen systematisch erarbeiten

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  • Bucher, Jan-Hendrik

Abstract

In einer Ära des Misstrauens gegenüber Unternehmen, Werbung und Medien nehmen Konsumentinnen und Konsumenten eine aktivere und kritischere Rolle in der Bewertung von Produkten ein. Indem sie scheinbar objektive und systematische Produktbewertungen erarbeiten, überprüfen sie Werbeversprechen systematisch. In diesen Fällen beschränkt sich der Second Moment of Truth nicht ausschliesslich auf einen flüchtigen Moment während der erstmaligen Verwendung eines Produktes, sondern wird in einem ausgedehnten Prozess akribisch erarbeitet. Dieser Artikel beleuchtet die Chancen und Risiken dieser veränderten Marktdynamik für Unternehmen.

Suggested Citation

  • Bucher, Jan-Hendrik, 2024. "Marktforschung im Wohnzimmer: Wie Konsumentinnen und Konsumenten Produktbewertungen systematisch erarbeiten," Marketing Review St.Gallen, Universität St.Gallen, Institut für Marketing und Customer Insight, vol. 41(1), pages 42-50.
    • Handle: RePEc:zbw:hsgmrs:308025
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    References listed on IDEAS

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    1. Sherry He & Brett Hollenbeck & Davide Proserpio, 2022. "The Market for Fake Reviews," Marketing Science, INFORMS, vol. 41(5), pages 896-921, September.
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