{"id":86670,"count":41,"description":"Die Wirkung von Kommunikation und Marketing wird durch zahlreiche psychologische Prozesse bestimmt. Das Institut f\u00fcr Kommunikation und Marketing IKM geht der Frage nach, wie Erkenntnisse aus der Psychologie das Verhalten von Konsumentinnen und Konsumenten erkl\u00e4ren k\u00f6nnen und erprobt die Umsetzung dieser Erkenntnisse f\u00fcr die Kommunikation und das Marketing in der Praxis. 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