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Published in:

2009 | OriginalPaper | Chapter

Einleitung

Author : Gunnar Mau

Published in: Die Bedeutung der Emotionen beim Besuch von Online-Shops

Publisher: Gabler

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„Businessmen…have tended to neglect atmosphere as a marketing tool. This is due to two factors. First, men of business tend to be practical and functional in their thinking; if they were poetic they probably would not be businessmen. Therefore they have tended to neglect the aesthetic factor in consumption. Secondly, atmospheres are a ‘silent language’ in communication. It is only recently that recognition and study has been given to various silent languages such as body language, temporal language, and spatial language“ (Kotler 1973 S. 48).

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