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| Author: | Wiedmann, K. |
| Title: | Zum Stellenwert der "Lust auf Genuss- Welle" und des Konzepts eines erlebnisorientierten Marketing /The evaluation of the pleasure principle and the concepts of an adventure oriented market/ |
| Journal: | Marketing: Zeitschrift fur Forschung und Praxis
1987 : AUG, VOL. 9:3 |
| Index terms: | MARKETING RESEARCH CONSUMER BEHAVIOUR BUYING |
| Language: | ger |
| Abstract: | This article examines the buying habits of the West German consumer and to what extent he is a victim of the consumer craze, and also the importance of the concept of an adventure oriented marketing. According to the media the emotional attraction of products is becoming more important. On the other hand the tendency to overstress the importance of the pleasure principle can easily lead to wrong decisions. |
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