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4. Nutzen-Index: Wann überzeugen Nutzen?

  • 2018
  • OriginalPaper
  • Chapter
Published in:
Author
Elke Schwarz
Published in
Neuro-Advertising
Publisher
Springer Fachmedien Wiesbaden

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Zusammenfassung

Kaufentscheidungen werden dann besonders gern und oft getroffen, wenn das Gehirn einen Pull-Impuls erhält. Pull bedeutet, dass das Belohnungssystem aktiv ist. Das ist dann der Fall, wenn mit einem Produkt eine höhere Belohnungserwartung als ein Verlustschmerz einhergeht, wie z. B. die monetären Ausgaben. Kaufentscheidungen sind also Nutzenentscheidungen. Werbung ist umso erfolgreicher, je besser Nutzen, Bedürfnisse, Ziele, Motive oder Interessen der Zielgruppe getroffen werden. Wann Nutzen wirklich gut formuliert sind und wie deren Wirkkraft gemessen werden kann, lesen Sie in diesem Kapitel.

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previous chapter Emotion-Index: Wann lösen Emotionen Kaufimpulse aus?
next chapter Hormon-Index: Wie beeinflussen Botenstoffe Entscheidungen?
Title
Nutzen-Index: Wann überzeugen Nutzen?
Author
Elke Schwarz
Copyright Year
2018
Book
Neuro-Advertising

Print ISBN: 978-3-658-06075-6

Electronic ISBN: 978-3-658-06076-3

Copyright Year: 2018

DOI
https://doi.org/10.1007/978-3-658-06076-3_4
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