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Titel
The role of sensorimotor perceptions in shaping product and brand choice / von Mathias Streicher
VerfasserStreicher, Mathias
Begutachter / BegutachterinKamleitner, Bernadette
Betreuer / BetreuerinMühlbacher, Hans
Erschienen2015
UmfangVI, 170 Bl. : Ill., graph. Darst.
HochschulschriftInnsbruck, Univ., Diss., 2015
Datum der AbgabeJuni 2015
SpracheEnglisch
Bibl. ReferenzOeBB
DokumenttypDissertation
Schlagwörter (DE)Konsumforschung / Sensorisches Marketing / Haptik / Motorische Wahrnehmung / Beeinflussung / Embodiment
Schlagwörter (EN)Consumer Behavior / Sensory Marketing / Haptics / Proprioceptions / Persuasion / Embodiment
Schlagwörter (GND)Kaufentscheidung / Markenimage / Sensorische Stimulation / Tastwahrnehmung / Produktplanung / Embodiment
URNurn:nbn:at:at-ubi:1-2763 Persistent Identifier (URN)
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 Das Werk ist frei verfügbar
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The role of sensorimotor perceptions in shaping product and brand choice [3.67 mb]
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Zusammenfassung (Deutsch)

Linking consumers perceptions to their cognitions is increasingly in the focus of contemporary marketing literature not least owing to its economic importance to managers. Haptic and motor perceptions, however, are the least studied modalities in marketing although they are part of many consumption experiences. This dissertation investigates how these two modalities shape important consumer behavior variables such as product and brand choice to extend current knowledge in marketing, consumer psychology and grounded cognition.

Zusammenfassung (Englisch)

Linking consumers perceptions to their cognitions is increasingly in the focus of contemporary marketing literature not least owing to its economic importance to managers. Haptic and motor perceptions, however, are the least studied modalities in marketing although they are part of many consumption experiences. This dissertation investigates how these two modalities shape important consumer behavior variables such as product and brand choice to extend current knowledge in marketing, consumer psychology and grounded cognition.

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