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Menschen und ihre Entscheidungen verstehen

In: R-Commerce

Author

Listed:
  • Joachim Stalph

    (elaboratum GmbH)

  • Philipp Spreer

    (elaboratum GmbH)

  • Dimitrios Haratsis

Abstract

Zusammenfassung Hinter jedem Datenpunkt steckt ein Individuum, mit Wünschen, Ängsten, bestimmten Persönlichkeitsmerkmalen und Routinen. Daher ist es unerlässlich, sich mit den Menschen hinter Daten, ihren Bedürfnissen und Entscheidungen strukturiert zu befassen. Behavioral Economics und die in jahrelanger Forschung identifizierten Verhaltensmuster helfen Marketern, ihre User besser zu verstehen und wirksame Trigger zu nutzen, um in einen Dialog zu treten. Dieses Kapitel erläutert wie Menschen im digitalen Raum Entscheidungen treffen. In R-Commerce-Unternehmen werden Kund:innen wie Partner in einer freundschaftlichen Beziehung gesehen – die Basis dieser Beziehung ist Vertrauen, wie Prof. Dr. Eric Eller in einem Gastimpuls zu „VertrauensArchitektur“ darlegt.

Suggested Citation

  • Joachim Stalph & Philipp Spreer & Dimitrios Haratsis, 2023. "Menschen und ihre Entscheidungen verstehen," Springer Books, in: R-Commerce, chapter 0, pages 35-65, Springer.
    • Handle: RePEc:spr:sprchp:978-3-658-42054-3_3
    DOI: 10.1007/978-3-658-42054-3_3
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