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Sunk-Costs und die Nutzung von Dienstleistungen

  • Thomas Robbert
  • Stefan Roth
  • Lennart Straus
Chapter
Part of the Fokus Dienstleistungsmarketing book series (FDM)

Zusammenfassung

Der ökonomischen Theorie folgend sollten Kauf- und Nutzungsentscheidungen nur von Grenzkosten und Grenzerlösen beeinflusst werden (Thaler, 1985, S. 47). Dennoch fällt es vielen Menschen schwer, Produkte, für die sie bereits monetäre Ressourcen aufgewendet haben, wegzuwerfen. Sie wollen nicht verschwenderisch erscheinen und halten daher häufig an dem Vorsatz fest, gekaufte Güter bzw. Dienstleistungen auch tatsächlich zu nutzen.

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Copyright information

© Springer Fachmedien Wiesbaden 2013

Authors and Affiliations

  • Thomas Robbert
    • 1
  • Stefan Roth
    • 1
  • Lennart Straus
    • 1
  1. 1.Universität KaiserslauternKaiserslauternDeutschland

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