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Marketing und Sucht im neuronalen Belohnungssystem – ein gemeinsamer Fokus zweier Forschungsfelder

  • Conceptual/Theoretical Paper
  • Published:
der markt

Zusammenfassung

Sowohl die Suchtforschung als auch die Marketingwissenschaft bedienen sich seit etwa zehn bis fünfzehn Jahren neurowissenschaftlicher Methoden, wie der funktionellen Magnetresonanztomographie (fMRT). Die Beweggründe sind unterschiedlich, jedoch krististallisierte sich auf Mikroebene ein gemeinsamer Fokus heraus: das neuronale Belohnungssystem einerseits im Gehirn des Abhängigen in Bezug auf seine Sucht und andererseits im Gehirn des Konsumenten in Bezug auf dessen Entscheidungsverhalten und Markenpräferenzen. Die beiden Wissenschaftszweige arbeiten nebeneinander her und nehmen kaum Notiz voneinander. Im Folgenden wurde in einem ersten Ansatz versucht, Ähnlichkeiten, Gemeinsamkeiten und Berührungspunkte zwischen Suchtforschung und Marketingwissenschaft zu identifizieren und Ansatzpunkte für eine gezielte Forschung zu finden, von der beide Gebiete profitieren könnten.

Abstract

Both, addiction researchers and marketing scientists have adopted neuroscientific methods such as functional magnetic resonance imaging (fMRI) within the last 10–15 years. Although they are motivatied by different aspects, a common focus has evolved on a microscopic level: the neural reward system—on the one hand within the brain of addicted subjects regarding their addictive behavior and on the other hand within the brain of consumers regarding their consumer behavior and preference for brands. Both addiction researchers and marketing scientists research on their own without noticing each other’s results. In this article in a first closer look similarities are illuminated, as well as common ground, and areas of contact within the fields of addiction and marketing research. Furthermore it is an initial attempt to identify a starting point for well-directed common research. The aim is to make both fields benefit from such common scientific effort.

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Notes

  1. Die Klassifizierung von Suchterkrankungen als „Zwangserkrankung“ ist allerdings umstritten. Vor allem bei nicht stoffgebundenen Süchten wird sie häufig postuliert. Hand (2004) etwa zeigt die Gemeinsamkeit von Zwangs- und Suchterkrankungen in Bezug auf eine gestörte serotonerge Impulskontrolle auf. Andere Forscher führen Suchtverhalten eher auf konditionierte Lernvorgänge zurück. (z. B. Esch und Stefano 2002).

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  1. Institut f. Marketing Management, Wirtschaftsuniversität Wien, Augasse 2–6, 1090, Wien, Österreich

    Gerhard Brenner

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Brenner, G. Marketing und Sucht im neuronalen Belohnungssystem – ein gemeinsamer Fokus zweier Forschungsfelder. markt 49, 201–210 (2010). https://doi.org/10.1007/s12642-010-0045-4

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