Instrumente der unterbewussten Beeinflussung von Kaufentscheidungen

Bachelor thesis from the year 2015 in the subject area Business Administration - Offline Marketing and Online Marketing, grade: 1,3, University of Applied Sciences Munich (Faculty of Industrial Engineering and Management), language: German, abstract: Purchase decisions take place spontaneously and subconsciously. The subconscious is able to process data more than 250,000 times faster than conscious thought. This is the reason why the subconscious makes all important purchasing decisions. Only afterwards are these decisions consciously rationally justified. This paper shows which instruments are used to subconsciously influence customers' purchasing decisions. For this purpose, principles, techniques and methods of influence are considered and their use in sales is analysed. It is shown how people make their purchase decision, independent of product and quality, about its availability and the existence of alternatives, how salespeople and advertising can have a decisive influence on what customers are prepared to buy and at what price. How the behaviour of friends and acquaintances or statements in the media decide what other people buy or how they evaluate certain products. How a point of reference changes the customer's view of a product. Why fear of loss motivates more than the gain of something of equal value. How a favour entices the customer to buy and how human action influences the way the customer thinks and why the brain tends to make buying decisions based on established patterns.