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Published in: der markt 3-4/2010

01-12-2010 | Conceptual/Theoretical Paper

Marketing und Sucht im neuronalen Belohnungssystem – ein gemeinsamer Fokus zweier Forschungsfelder

Author: Mag. (FH) Gerhard Brenner

Published in: der markt | Issue 3-4/2010

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Zusammenfassung

Sowohl die Suchtforschung als auch die Marketingwissenschaft bedienen sich seit etwa zehn bis fünfzehn Jahren neurowissenschaftlicher Methoden, wie der funktionellen Magnetresonanztomographie (fMRT). Die Beweggründe sind unterschiedlich, jedoch krististallisierte sich auf Mikroebene ein gemeinsamer Fokus heraus: das neuronale Belohnungssystem einerseits im Gehirn des Abhängigen in Bezug auf seine Sucht und andererseits im Gehirn des Konsumenten in Bezug auf dessen Entscheidungsverhalten und Markenpräferenzen. Die beiden Wissenschaftszweige arbeiten nebeneinander her und nehmen kaum Notiz voneinander. Im Folgenden wurde in einem ersten Ansatz versucht, Ähnlichkeiten, Gemeinsamkeiten und Berührungspunkte zwischen Suchtforschung und Marketingwissenschaft zu identifizieren und Ansatzpunkte für eine gezielte Forschung zu finden, von der beide Gebiete profitieren könnten.

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Footnotes
1
Die Klassifizierung von Suchterkrankungen als „Zwangserkrankung“ ist allerdings umstritten. Vor allem bei nicht stoffgebundenen Süchten wird sie häufig postuliert. Hand (2004) etwa zeigt die Gemeinsamkeit von Zwangs- und Suchterkrankungen in Bezug auf eine gestörte serotonerge Impulskontrolle auf. Andere Forscher führen Suchtverhalten eher auf konditionierte Lernvorgänge zurück. (z. B. Esch und Stefano 2002).
 
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Metadata
Title
Marketing und Sucht im neuronalen Belohnungssystem – ein gemeinsamer Fokus zweier Forschungsfelder
Author
Mag. (FH) Gerhard Brenner
Publication date
01-12-2010
Publisher
Springer Vienna
Published in
der markt / Issue 3-4/2010
Print ISSN: 0025-3863
Electronic ISSN: 1867-8882
DOI
https://doi.org/10.1007/s12642-010-0045-4

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