MINDSET, TECHNOLOGIE
Kommentare 123

Wenn Sie im Geschäft auf Ihrem Handy spielen, kaufen Sie möglicherweise unnützes Zeug

Neue Untersuchungen haben ergeben, dass Ihr Telefon dazu führen kann, dass Sie Artikel vergessen, die Sie eigentlich kaufen wollten und anstattdessen unnützes Zeug in den Einkaufwagen packen.

Weg mit dem Handy!

Möchten Sie den Laden mit genau dem verlassen, was Sie eigentlich benötigen und kaufen möchten? Dann wäre es nicht schlecht, Ihr Smartphone auf „Nicht stören“ einstellen.

Eine neue Studie hat ergeben, dass Käufer, die während des Einkaufs auf ihrem Telefon herumhantieren, dazu neigen, Artikel zu kaufen, die sie nicht kaufen wollten und die richtigen zu vergessen. Das ist ein Beispiel dafür, wie sich die Allgegenwart mobiler Geräte auf die Entscheidungsfindung der Menschen auswirkt.

Einkaufsstudie

Für eine Studie, die im Journal der Academy of Marketing Science veröffentlicht wurde, befragte ein internationales Forscherteam 2.520 Käufer, als sie ein Kaufhaus verließen. Man stellte fest, dass diejenigen, die ihre Handys für Aufgaben verwendeten, die nichts mit dem Einkaufen zu tun hatten, mehr ungeplantes Zeug kauften als jene, die ihr Handy in der Tasche ließen.

Die Forscher führten daraufhin ein Experiment durch, bei dem sie 231 Teilnehmer aufforderten, sich ein Video anzusehen, das aus der Sicht eines Lebensmitteleinkäufers aufgenommen wurde. Dieser legte unterschiedliche Artikel in seinen Einkaufswagen.

Einige Teilnehmer hörten sich ein einkaufsunabhängiges Telefongespräch an, während sie das Video sahen, andere erhielten Push-Benachrichtigungen in der Ecke des Bildschirms. Für eine andere Gruppe gab es keine Ablenkungen.

Die Forscher stellten fest, dass die Teilnehmer, die die Aufgabe ohne einkaufsunabhängigen Telefongebrauch erledigten, besser bemerkten, welche Artikel aus einer Liste von 15 tatsächlich in den Einkaufswagen kamen, als diejenigen, die den Anruf hörten oder die Push-Benachrichtigungen sahen.

Darüber hinaus schnitten Teilnehmer, die sich selbst als abhängiger von ihren Telefonen identifizierten, bei der Aufgabe schlechter ab.

Mobiltelefone als Ablenker

„Mobiltelefone werden für viele Verbraucher schnell zum Hauptablenker und bieten eine einzigartige Form der Unterbrechung“, sagte der Forscher Michael Sciandra in einer Pressemitteilung. „Unsere Erkenntnisse können die Einstellung der Verbraucher zur Handynutzung beim Einkaufen beeinflussen und sie dazu verleiten, darüber nachzudenken, wie sich diese Geräte positiv und negativ auf unser Leben auswirken.“

futurism.com

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