Einführung

Question 1

Consumer psychology

Answer 1

Consumer psychology:
Science of thinking, Feeling and behavior of individual consumers (Examined by behavioral experiments).
Understands of psychological processes (incentive – process – reaction).

Question 2

Market psychology

Answer 2

Market psychology: Aggregated market phenomenons (Market data – econometric analysis).

Question 3

Consumer behavior

Answer 3

Totally of decisions (what, why etc.)
about consumption (usage, aquisition etc.)
of an offering (product, service)
by DECISION making units (influencer)
over time (hours, days etc. )

Question 4

Input factor

Answer 4

Input factor: how often does an article in a magazine get cited on average in the paper.

Question 5

SOR Model

Answer 5

SOR model (stimulus – organism – response)
Reiz --> Prozess --> Handlung

Question 6

Fluency theory

Answer 6

Fluency theory: The fact, how difficult the process is, influences the way we think about about the stimulus. (Logo well readable versus not readable.)

Exposure - Prototypically - Symmetry - Simplicity - Contrast/Clarity

–> Processing Fluency

–> Safety - Trustworthiness - Aesthetic pleasure - ordinariness - truth