Zusammenfassung
Der Beitrag versucht, einen neuen Ansatz zur Verringerung der Unzufriedenheit von Verbrauchern theoretisch zu begründen. Im Gegensatz zu der sonst üblichen Annahme, daß Verbraucherunzufriedenheit auf Unzulänglichkeiten von Produkten und Märkten zurückgeht, wird hier die Auffassung vertreten, daß sie weitgehend auf unzureichender Befriedigung von Bedürfnissen nach zwischenmenschlichen Beziehungen beruht. Diese Auffassung wird bedürfnistheoretisch (mit der E. R. G.-Theorie) abgeleitet. Sie legt nahe, daß höhere Zufriedenheit von Verbrauchern nicht so sehr durch bessere Marktbedingungen, bessere Produkte oder höhere Einkommen erreicht werden kann, als vielmehr durch verbesserte Möglichkeiten zur Befriedigung von zwischenmenschlichen Beziehungen.
Abstract
This paper is an attempt to provide a theoretical basis for the design of new, more effective, directions for institutions and consumer leaders whose goal is the alleviation of today's widespread dissatisfaction among consumers. In contrast to the common assumption that consumer dissatisfaction is caused by inequalities and imperfections in the marketplace, the author introduces, and defends by use of the framework of E. R. G. theory, the concept that a large portion of the dissatisfaction experienced and expressed by an individual in the area of material consumption reflects his dissatisfaction with need fulfillment at the higher level of interpersonal relationships. The new concept suggests that the most effective route to greater satisfaction among consumers is not likely to be found in increased consumption opportunities through higher incomes and/or better deals in a more perfect marketplace, but in improved satisfaction of “relatedness needs.”
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Additional information
Gerhard W. H. Scherf is an Associate Professor at University of Guelph, Department of Consumer Studies, Guelph, Ontario, Canada N1G 2 W1.
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Scherf, G.W.H. Consumer dissatisfaction — Search for causes and alleviation outside the marketplace. J Consum Policy 1, 101–108 (1977). https://doi.org/10.1007/BF00380443
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DOI: https://doi.org/10.1007/BF00380443