{"id":10246,"date":"2022-05-24T07:27:10","date_gmt":"2022-05-24T07:27:10","guid":{"rendered":"https:\/\/zutt.ch\/?p=10246"},"modified":"2022-09-15T06:52:56","modified_gmt":"2022-09-15T06:52:56","slug":"neuromarketing-insight-nr-8-post-purchase-rationalization","status":"publish","type":"post","link":"https:\/\/zutt.ch\/blog\/de\/neuromarketing-insight-nr-8-post-purchase-rationalization\/","title":{"rendered":"Neuromarketing Insight Nr. 8: Post-Purchase Rationalization"},"content":{"rendered":"<p>Die meisten Marketingleute legen den Hauptfokus darauf, die Kunden zum Kaufen zu bewegen.\u00a0Doch was geschieht nach dem Kauf im Kundenhirn?<\/p>\n<p>Insbesondere bei teuren Produkten setzen bei den Kunden nach dem Kauf oftmals Zweifel und Reuegef\u00fchle ein. Die Kunden fragen sich also im Nachhinein: \u00abWar dieser Entscheid wirklich richtig?\u00bb<\/p>\n<p>Diese negativen Emotionen k\u00f6nnen schwerwiegende Folgen f\u00fcr Ihr Marketing haben. Im neuen Insight-Video lernen Sie mit diesem Ph\u00e4nomen umzugehen:<\/p>\n<p><iframe loading=\"lazy\" title=\"YouTube video player\" src=\"https:\/\/www.youtube.com\/embed\/c11h2zDbteM?rel=0\" width=\"800\" height=\"450\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/p>\n<div class='content-column one_half'><span class=\"zuttbutton\" style=\"color: #ffffff;\"><a style=\"color: #ffffff;\" href=\"https:\/\/www.linkedin.com\/in\/philipp-zutt-7558456\/detail\/recent-activity\/shares\/\" target=\"_blank\" rel=\"noopener noreferrer\">&gt; Kein Video verpassen<\/a><\/span><br \/><\/div>\n<div class='content-column one_half last_column'><span class=\"zuttbutton\" style=\"color: #ffffff;\"><a style=\"color: #ffffff;\" href=\"https:\/\/zutt.ch\/blog\/de\/mein-projekt\/\" rel=\"noopener\">&gt; In die Praxis umsetzen<\/a><\/span><br \/><\/div><div class='clear_column'><\/div>\n<p>M\u00f6chten Sie weitere Neuro-Prinzipien kennenlernen? In einer auf Ihre Branche massgeschneiderten Keynote \u00fcber Neuromarketing kommen Sie und Ihre Crew auf neue Ideen und bringen dadurch Ihre Marke weiter.<\/p>\n<p>Interessiert? Mehr Infos und ein unverbindliches Kontaktformular gibt&#8217;s <a href=\"https:\/\/zutt.ch\/blog\/de\/referate\/\">hier<\/a>.<\/p>\n<p>&nbsp;<\/p>\n<h2>Transkript zum Video<\/h2>\n<p>Hallo, ich bin Philipp Zutt. Zusammen mit meinem Team messe und lenke ich seit 20 Jahren Emotionen.<\/p>\n<p>In den n\u00e4chsten gut 60 Sekunden erfahren Sie, wie Sie sich die so genannte Post-Purchase Rationalization zunutze machen k\u00f6nnen.<\/p>\n<p>Der Hauptfokus der meisten Marketingleute liegt darauf, wie man jemanden zu einem Kauf bewegen kann. Was dabei oft vergessen geht: Es ist genauso wichtig, sich auch nach dem Kauf um seine Kundschaft zu k\u00fcmmern. Denn insbesondere \u2013 aber nicht nur \u2013 bei teureren Produkten und Dienstleistungen setzen meist unmittelbar nach dem Kauf Zweifel oder sogar Reue-Gef\u00fchle ein. Zum Beispiel fragt man sich: \u00abIst mein neues Mountainbike seinen Preis wirklich wert?\u00bb Oder: \u00abWar der kostspielige Coiffeur-Besuch wirklich schon wieder n\u00f6tig?\u00bb Man beginnt also, den mehrheitlich emotional gef\u00e4llten Entscheid rational zu hinterfragen. Dieser Effekt kann schwerwiegende Folgen haben. Es k\u00f6nnen sich so negative Gef\u00fchle gegen\u00fcber einer Marke festsetzen, die beispielsweise Zweit-K\u00e4ufe verhindern. Oder noch viel schlimmer: Es entsteht negative Mund-zu-Mund-Werbung.<\/p>\n<p>Es ist daher zentral, diesen Gedanken entgegen zu wirken oder noch besser, sie ins Positive zu drehen. Wie geht das? Indem man ganz gezielt Best\u00e4tigung und Rechtfertigung liefert. Beispielsweise der Uhrenhersteller Patek Philippe macht das genial. Seit Jahren wirbt er damit, dass man eine teure Luxusuhr nicht nur f\u00fcr sich kauft, sondern um sie sp\u00e4ter seinem Nachwuchs weiterzugeben. Wenn sich also so ein frischgebackener Uhrenk\u00e4ufer oder eine Uhrenk\u00e4uferin fragt, War es wirklich richtig, 30\u2019000 Franken f\u00fcr eine Uhr auszugeben? Ist sofort der Gedanke da: \u00abJa klar, sie ist ja nicht nur f\u00fcr mich, sondern auch f\u00fcr meinen Sohn oder f\u00fcr meine Tochter.\u00bb<\/p>\n<p>Mehr dazu in einem pers\u00f6nlichen Austausch. Bis bald.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Die meisten Marketingleute legen den Hauptfokus darauf, die Kunden zum Kaufen zu bewegen.\u00a0Doch was geschieht nach dem Kauf im Kundenhirn? Insbesondere bei teuren Produkten setzen bei den Kunden nach dem Kauf oftmals Zweifel und Reuegef\u00fchle ein. Die Kunden fragen sich also im Nachhinein: \u00abWar dieser Entscheid wirklich richtig?\u00bb Diese negativen Emotionen k\u00f6nnen schwerwiegende Folgen f\u00fcr [&hellip;]<\/p>\n","protected":false},"author":13,"featured_media":10249,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[272],"tags":[],"class_list":["post-10246","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Neuromarketing Insight Nr. 8: Post-Purchase Rationalization<\/title>\n<meta name=\"description\" content=\"Die meisten Marketingleute legen den Hauptfokus darauf, die Kunden zum Kaufen zu bewegen.\u00a0Doch was geschieht nach dem Kauf im Kundenhirn?\" \/>\n<meta name=\"robots\" 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