Wie können Entscheidungsprozesse unterbewusst durch Umweltreize beeinflusst werden?

This paper answers the question of how decision-making processes can be subconsciously influenced by environmental stimuli. The already existing state of research is examined and some experiments are made to test the theory in practice. The final part of the paper will discuss the subconscious decision-making influence in marketing, as it plays a big role in this industry. To get an insight into the daily life application of decision-making influence in marketing, an interview is made with Bakisi Nsakala, managing director of the marketing agency Bakisi marketing GmbH. In the practical part of this paper, the influencing strategies of priming and framing is tested. Framing is about the various views on a decision-making problem. Different presentations about a topic can lead to very different perspectives on it. This can lead to biased decisions. In priming, certain stimuli such as words or images can subconsciously activate a cognitive concept of the decision-making person. The person is subconsciously encouraged to think about a certain concept and to make a decision based on this concept. The results of the experiments show that the framing did not work as well as the priming. In the end of the paper, the discussion and the interview show how important decision-making influences are today, especially in the business and economy industry. Since we get influenced at least once a day through an advertisement the aim in this paper is to educate everyone about subconscious decision-making influences.