Summary
Einführung in die Wirtschaftspsychologie Zusammenfassung
- Course
- Institution
Eine gesamte Zusammenfassung des gelernten Stoffes für Wirtschaftspsychologie.
[Show more]
Seller
Follow
paaN
Reviews received
Content preview
Einführung in die (Wirtschafts-) Psychologie1 Erkenntnisinteresse und Gegenstand der Psychologie .......................................................................................................... 6
1.1 Begriffe und deren Bestimmung ....................................................................................................................................... 6
1.1.1 Definitionen: ............................................................................................................................................................ 6
1.1.2 Gegenstand der Psychologie .................................................................................................................................... 6
1.1.3 Ziele der Psychologie .............................................................................................................................................. 6
1.2 Erkenntnisinteresse und Gegenstand der Wirtschaftspsychologie .................................................................................... 7
1.2.1 Probleme der Alltagspsychologie ............................................................................................................................ 7
1.2.2 Definition der Wirtschaftspsychologie .................................................................................................................... 7
1.2.3 Gegenstand der Teildisziplinen ............................................................................................................................... 8
1.2.4 Entwicklung der Wirtschaftspsychologie ................................................................................................................ 8
1.2.5 Ökonomie vs. Psychologie ...................................................................................................................................... 9
1.3 Ökonomisches Menschenbild............................................................................................................................................ 9
1.3.1 Der Homo Oeconomicus ......................................................................................................................................... 9
1.3.2 Entscheidungen beim Homo Oeconomicus ............................................................................................................. 9
2 Werbepsychologie ................................................................................................................................................................... 11
2.1 Ziele und Erkenntnisse der Werbepsychologie ............................................................................................................... 11
2.1.1 Einführung ............................................................................................................................................................. 11
2.1.2 Definition, Art und Funktion der Werbung ........................................................................................................... 12
2.1.3 Funktion und Ziele der Werbung ........................................................................................................................... 12
2.1.4 Einordnung der Werbung ins Marketing ............................................................................................................... 14
2.2 Werbung -Arten und Bereiche ........................................................................................................................................ 14
2.2.1 Werbung –Funktion und Ziele ............................................................................................................................... 14
2.2.2 Bedeutung der Wahrnehmung ............................................................................................................................... 16
2.2.3 Spezifische Wahrnehmungsphänomene ................................................................................................................ 17
2.2.4 Messung der Wahrnehmung .................................................................................................................................. 18
2.2.5 Reflexion und Selbststudium ................................................................................................................................. 18
3 Werbepsychologie Teil 2......................................................................................................................................................... 19
3.1 Farbpräferenzen in Deutschland...................................................................................................................................... 19
3.1.1 Farbwahrnehmung /Wirkung ................................................................................................................................. 19
3.2 Sensorische Schwellen der Wahrnehmung ..................................................................................................................... 19
3.2.1 Unterschwellige Wahrnehmung ............................................................................................................................ 20
3.2.2 Farbwahrnehmung ................................................................................................................................................. 20
3.2.3 Psychische Prozesse............................................................................................................................................... 21
3.2.4 Gedächtnis ............................................................................................................................................................. 22
3.2.5 Psychologische Lerntheorie ................................................................................................................................... 24
3.2.6 Kognitive Lerntheorien .......................................................................................................................................... 26
3.2.7 Implikationen ......................................................................................................................................................... 27
3.2.8 Messung von Lernen.............................................................................................................................................. 27
3.2.9 Vergessen – die andere Seite ................................................................................................................................. 27
4 Emotionen ................................................................................................................................................................................ 28
4.1 Emotionale Wirkung ....................................................................................................................................................... 28
4.1.1 Überblick über Emotionen ..................................................................................................................................... 28
4.1.2 Emotionale Gesichtsausdrücke .............................................................................................................................. 28
1
, 4.1.3 Ebenen der emotionalen Reaktion ......................................................................................................................... 29
4.1.4 Aktivierende Prozesse ........................................................................................................................................... 29
4.1.5 Idealisierung vs. Authentizität von Werbemodels ................................................................................................. 30
4.1.6 Angstappelle .......................................................................................................................................................... 31
4.1.7 Theorien zur Wirkung von Angstappelle .............................................................................................................. 32
4.1.8 Das Wichtigste zusammengefasst.......................................................................................................................... 33
4.2 Erotik in der Werbung ..................................................................................................................................................... 33
4.2.1 Was ist Erotik? ....................................................................................................................................................... 33
4.2.2 Aktivierung und Informationsverarbeitung ........................................................................................................... 33
4.2.3 Erotische Werbung und Geschlecht....................................................................................................................... 33
4.2.4 Einstellung und Passung als moderierende Einflüsse............................................................................................ 33
4.3 Humor in der Werbung.................................................................................................................................................... 34
4.3.1 Definition von Humor............................................................................................................................................ 34
4.3.2 Entstehung von Humor .......................................................................................................................................... 34
4.3.3 Wirkung von Humor .............................................................................................................................................. 34
4.4 Werbung und Bedürfnisse/Motive .................................................................................................................................. 35
4.5 Wandel der Motive in der Werbung ................................................................................................................................ 35
4.6 Motivation ....................................................................................................................................................................... 35
4.6.1 Implikationen für Verkaufsgespräche.................................................................................................................... 35
4.7 Involvement ..................................................................................................................................................................... 36
4.7.1 Involvement-Modell .............................................................................................................................................. 36
4.7.2 Messung des Involvements .................................................................................................................................... 36
4.8 Einstellung ....................................................................................................................................................................... 37
4.8.1 Drei Komponenten Theorie der Einstellung .......................................................................................................... 37
4.8.2 Einstellungsänderung ............................................................................................................................................. 37
4.9 Reaktanztheorie ............................................................................................................................................................... 38
4.10 Reflexion und Selbststudium........................................................................................................................................... 38
5 Marktpsychologie .................................................................................................................................................................... 38
5.1 Marken............................................................................................................................................................................. 38
5.1.1 Funktionen der Marke für Hersteller ..................................................................................................................... 39
5.2 Markentypen.................................................................................................................................................................... 39
5.3 Markenbildung ................................................................................................................................................................ 40
5.3.1 Bildung von Marken .............................................................................................................................................. 40
5.3.2 Markenimage ......................................................................................................................................................... 40
6 Konsumenten ........................................................................................................................................................................... 41
6.1 Konsumentenpsychologie ............................................................................................................................................... 41
6.1.1 Need for cognition ................................................................................................................................................. 41
6.1.2 Defintion: Self monitoring ..................................................................................................................................... 41
6.2 Selbstkonzept / Selbstwert............................................................................................................................................... 41
6.2.1 Variable Geschlecht ............................................................................................................................................... 41
6.2.2 Variable Alter ........................................................................................................................................................ 42
6.2.3 Einzigartigkeit........................................................................................................................................................ 42
6.3 Konsumentenpsychologie ............................................................................................................................................... 42
6.3.1 Konsistenzmotiv .................................................................................................................................................... 42
7 Die Marktpsychologie – zwischen Anbietern und Konsumenten ....................................................................................... 43
2
, 7.1 Marktpsychologie ............................................................................................................................................................ 43
7.2 Anbieter auf dem Markt .................................................................................................................................................. 43
7.3 Markttrends ..................................................................................................................................................................... 43
7.4 Kaufentscheidungen ........................................................................................................................................................ 43
7.4.1 Definition Kaufentscheidung ................................................................................................................................. 44
7.4.2 Arten von Kaufentscheidungen ............................................................................................................................. 44
7.4.3 Erklärung von Habitualisierung ............................................................................................................................. 45
8 Umweltpsychologie ................................................................................................................................................................. 46
9 Ladengestaltung ...................................................................................................................................................................... 47
9.1 Ziele der Ladengestaltung ............................................................................................................................................... 47
9.1.1 Ladengestaltung am Beispiel APPLE .................................................................................................................... 47
9.1.2 Crowding-Effekt und Ladengestaltung.................................................................................................................. 48
9.2 Konsumentenverhalten .................................................................................................................................................... 48
9.2.1 Befunde zu Konsumentenverhalten in Kaufhäusern ............................................................................................. 48
9.2.2 Bedeutung der Gestaltung des Eingangsbereichs .................................................................................................. 49
10 Produktplatzierung ................................................................................................................................................................. 49
10.1 Artikelplatzierung ............................................................................................................................................................ 49
10.1.1 Produktplatzierung in den Regalen ........................................................................................................................ 49
10.2 Physische Umwelt – der Preis ......................................................................................................................................... 50
10.2.1 Psychologie des Preises ......................................................................................................................................... 50
10.2.2 Wahrnehmung von Preisen .................................................................................................................................... 50
10.2.3 Präsentation von Preisen ........................................................................................................................................ 51
10.3 Der „Soziale Umwelteinfluss“ ........................................................................................................................................ 52
10.3.1 Gruppen und Einfluss ............................................................................................................................................ 52
10.3.2 Prinzipien der familiären Interaktion ..................................................................................................................... 54
10.3.3 Meinungsführer...................................................................................................................................................... 55
11 Marktsegmentierung .............................................................................................................................................................. 55
11.1 Bedeutung Marktsegmentierung ..................................................................................................................................... 55
11.1.1 Marktsegmentierung in 4 Teile:............................................................................................................................. 56
11.2 Phänomen: Soziodemographische Zwillinge .................................................................................................................. 56
11.2.1 Bewertung der soziodemographischen Merkmale................................................................................................. 56
11.3 Psychographische Marktsegmentierung .......................................................................................................................... 56
11.3.1 Sinus-Milieus-Ansatz ............................................................................................................................................ 56
11.3.2 Hintergrund des Sinus-Milieus .............................................................................................................................. 57
12 Arbeitspsychologie .................................................................................................................................................................. 58
12.1 Einführung in die Arbeitspsychologie ............................................................................................................................. 58
12.1.1 Definition von Arbeit ............................................................................................................................................. 58
12.1.2 Funktionen von Arbeit ........................................................................................................................................... 58
12.1.3 Psychosoziale Funktionen der Arbeit .................................................................................................................... 59
12.1.4 Arbeitslosigkeit ...................................................................................................................................................... 59
12.1.5 Theorien zur Arbeitslosigkeit ................................................................................................................................ 59
12.1.6 Auswirkungen von Arbeitslosigkeit ...................................................................................................................... 60
12.2 Stress und Arbeitsbelastungen......................................................................................................................................... 61
12.2.1 Einleitung ............................................................................................................................................................... 61
12.2.2 TICS –Trierer Inventar zum chronischen Stress – von P. Schulz, W. Schlotz, P. Becker,2004 ........................... 61
3
, 12.2.3 Wirkungen der Arbeit ............................................................................................................................................ 61
12.2.4 Arten von Stress ..................................................................................................................................................... 62
12.2.5 Arten von Stressoren.............................................................................................................................................. 62
12.2.6 Wirkung der Arbeit ................................................................................................................................................ 62
12.2.7 Belastung und Beanspruchung .............................................................................................................................. 63
12.3 Exkurs: Burnout .............................................................................................................................................................. 64
12.3.1 Entstehungsfaktoren .............................................................................................................................................. 64
12.3.2 Burnout-Zyklus ...................................................................................................................................................... 64
12.3.3 Burnout-Modell -CORDES & DOUGHERTY(1993)........................................................................................... 65
12.4 Belastung und Beanspruchung ........................................................................................................................................ 65
12.5 Stresstheorien .................................................................................................................................................................. 65
12.5.1 1. Cannons Theorie (1932) .................................................................................................................................... 65
12.5.2 2. Selyes Theorie (1936) ........................................................................................................................................ 66
12.5.3 3. Kognitiv-transaktionale Stresstheorie von Lazarus (1976) ............................................................................... 66
12.5.4 Coping-Strategien .................................................................................................................................................. 67
12.6 Arbeitsmotivation und Zufriedenheit .............................................................................................................................. 68
12.6.1 Arbeitsmotivation – Was motiviert? ...................................................................................................................... 68
12.6.2 Klassifikation von Motiven ................................................................................................................................... 68
12.6.3 Arbeitsmotivation .................................................................................................................................................. 68
12.6.4 Zwei-Faktoren-Theorie von Herzberg et al. .......................................................................................................... 69
12.6.5 Job Characteristics Model (JCM) .......................................................................................................................... 69
12.6.6 Zielsetzungstheorien von Locke ............................................................................................................................ 70
12.6.7 Management by Objectives (MbO) ....................................................................................................................... 70
12.6.8 Modell der Arbeitszufriedenheit ............................................................................................................................ 71
12.6.9 Reflexionsfragen .................................................................................................................................................... 72
12.7 Personalentwicklung ....................................................................................................................................................... 72
12.7.1 Triangulierung der Personalentwicklung (Neuberger, 1991) ................................................................................ 73
12.7.2 Prozessmodell ........................................................................................................................................................ 74
12.7.3 Systematisierung der Methoden ............................................................................................................................ 74
12.7.4 Outplacement ......................................................................................................................................................... 76
12.7.5 Reflexion und Selbststudium ................................................................................................................................. 77
13 Organisationspsychologie ....................................................................................................................................................... 77
13.1 Personalbeschaffung........................................................................................................................................................ 77
13.2 Personalmarketing ........................................................................................................................................................... 78
13.2.1 Anwerbungsertragspyramide (Muchinsky) ........................................................................................................... 78
13.2.2 Image der Organisation.......................................................................................................................................... 79
13.3 Personalmarketing und Internet....................................................................................................................................... 80
13.3.1 Auffindbarkeit der Webpage ................................................................................................................................. 80
13.3.2 Navigation auf der Webpage ................................................................................................................................. 80
13.3.3 Selbststudium/Reflexion ........................................................................................................................................ 80
13.4 Personalauswahl .............................................................................................................................................................. 81
13.4.1 Personalauswahl – kritische Themen..................................................................................................................... 81
13.4.2 Prognostische/prädikative Validität ....................................................................................................................... 81
13.5 Soziale Validität .............................................................................................................................................................. 82
13.5.1 Zur Akzeptanz/ sozialen Validität ......................................................................................................................... 82
4
The benefits of buying summaries with Stuvia:
Guaranteed quality through customer reviews
Stuvia customers have reviewed more than 700,000 summaries. This how you know that you are buying the best documents.
Quick and easy check-out
You can quickly pay through credit card or Stuvia-credit for the summaries. There is no membership needed.
Focus on what matters
Your fellow students write the study notes themselves, which is why the documents are always reliable and up-to-date. This ensures you quickly get to the core!
Frequently asked questions
What do I get when I buy this document?
You get a PDF, available immediately after your purchase. The purchased document is accessible anytime, anywhere and indefinitely through your profile.
Satisfaction guarantee: how does it work?
Our satisfaction guarantee ensures that you always find a study document that suits you well. You fill out a form, and our customer service team takes care of the rest.
Who am I buying these notes from?
Stuvia is a marketplace, so you are not buying this document from us, but from seller paaN. Stuvia facilitates payment to the seller.
Will I be stuck with a subscription?
No, you only buy these notes for $11.07. You're not tied to anything after your purchase.
Can Stuvia be trusted?
4.6 stars on Google & Trustpilot (+1000 reviews)
53008 documents were sold in the last 30 days
Founded in 2010, the go-to place to buy study notes for 15 years now