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Studiogast Details
Studiogast
Zu Gast im Studio ist Christoph Burger, Forscher für Marktentwicklung an der ESMT, European School of Management and Technology.DW-TV: Hier im Studio riecht es immer ein bisschen nach Kabel, nach Klimaanlage und nach Arbeit natürlich. Und jetzt verstärkt auch nach Wissen, denn Christoph Burger ist bei uns zu Gast. Er ist Forscher für Marktentwicklung an der European School of Management and Technology. Herzlich Willkommen. Herr Burger, wann haben Sie sich das letzte Mal von einem Duft zum Kaufen verführen lassen? Christoph Burger: Von einem Duft zum Kauf verführen lassen, für mich Parfüms, das ist schon ewig her. Ich glaube, schon über zehn Jahre. Ich bin nicht der Mensch, der viel Parfüm an sich macht. Sie stehen bei mir ungenutzt im Badezimmer herum. DW-TV: Von einem Duft, der vielleicht unbewusst wirkt, der in Klimaanlagen wirkt oder das Leder mehr nach Leder riechen lässt. Christoph Burger: Das könnte gut sein. Dann habe ich vielleicht etwas für meine Frau gekauft und ich war mir dessen nicht bewusst. DW-TV: Ist es denn eine lauteres Mittel, den Kunden hinters Licht zu führen? Christoph Burger: Man muss unterscheide Die Industrie versucht natürlich den Kunden für sich zu gewinnen. Da spielen Düfte eine Rolle, da spielt auch eine Rolle wie man Werbebotschaften kommuniziert. Wenn man die negativ kommunziert, zum Beispiel sie verlieren zehn Prozent ihrer Energie, reagieren mehr Verbraucher darauf, als wenn sie kommunizieren, sie können zehn Prozent ihrer Energie sparen. Und da ist Duft eine Variante, da gibt es sehr viele Varianten. DW-TV: Zum Beispiel? Christoph Burger: Eine andere Variante ist, je größer die Verpackung ist, desto mehr projizieren die Verbraucher eine Wertigkeit in diese Verpackung. Selbst wenn das Konzentrat einer kleineren Verpackung mehr genutzt werden kann als die große Verpackung. Es gibt Studien bei Schmerzmitteln, je höher der Preis für ein Schmerzmittel, umso besser wirkt es subjektiv. DW-TV: Es wird also mit ...
Channel:
ARD.de
Video Length:
2m 47s
Date Found:
Wed, Apr 20 2011 8:58 AM
Category:
Business
Date Produced:
View Count:
0
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