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Konsumentenverhalten in einer digitalen Welt

In: Brand Evolution

Author

Listed:
  • Ulrich Föhl

    (Hochschule Pforzheim)

Abstract

Zusammenfassung Durch die fortschreitende Digitalisierung findet Konsumentenverhalten in zunehmendem Maße auf digitalen Kanälen wie Internet und Social Media statt. In Forschung und Marketingpraxis stellt sich die Frage, wodurch sich das Verhalten von Konsumenten in einer digitalisierten Welt auszeichnet und wie sich Unternehmen und Marken darauf einstellen können. Der Beitrag betrachtet die heutige digital geprägte Konsumwelt aus einer psychologischen Perspektive, indem er das Erleben und Verhalten der Konsumenten in den Fokus stellt. Er zeigt auf, welchen psychologischen Themen in diesem Kontext eine besondere Bedeutung zukommt. Neben inhaltlichen Aspekten aus verschiedenen Gebieten der Psychologie wird skizziert, welchen methodischen Beitrag die Psychologie bei der Erforschung des Konsumentenverhaltens und dem Generieren von Customer Insights leisten kann.

Suggested Citation

  • Ulrich Föhl, 2022. "Konsumentenverhalten in einer digitalen Welt," Springer Books, in: Elke Theobald & Brigitte Gaiser (ed.), Brand Evolution, edition 3, pages 109-130, Springer.
    • Handle: RePEc:spr:sprchp:978-3-658-35916-4_5
    DOI: 10.1007/978-3-658-35916-4_5
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