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Einstellungen und deren Relevanz für die Markt- und Werbepsychologie. Einstellungen, Theory of Reasoned Action und Einstellungsbeeinflussung
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ISBN10: 3346523608
ISBN13: 9783346523600
Publisher: Grin Verlag
Published: Oct 6 2021
Pages: 30
Weight: 0.11
Height: 0.07 Width: 5.83 Depth: 8.27
Language: German
ISBN13: 9783346523600
Publisher: Grin Verlag
Published: Oct 6 2021
Pages: 30
Weight: 0.11
Height: 0.07 Width: 5.83 Depth: 8.27
Language: German
Einsendeaufgabe aus dem Jahr 2021 im Fachbereich Psychologie - Arbeit, Betrieb, Organisation und Wirtschaft, Note: 1,0, SRH Fernhochschule, Sprache: Deutsch, Abstract: Diese Arbeit bearbeitet drei Fragen zu werbepsychologischen Themen. Einstellungen hat jeder. Manchmal muss über die eigene Einstellung zu einem Sachverhalt zwar nachgedacht werden, aber grundsätzlich hat der Mensch zu allen Dingen eine grobe Einstellung. Dadurch kann schnell der Eindruck entstehen, dass die Einstellungen aus der Person selbst kommen und nur schwer verändert werden können. Werbung oder strategische Kommunikationsarbeit zeigt jedoch, dass dem nicht so ist und der Mensch sich in dem eigenen Handeln beeinflussen lässt. Mit dieser Arbeit soll die Frage erörtert werden, warum das Einstellungskonzept eine zentrale Rolle in der Markt- und Werbepsychologie spielt beziehungsweise warum Hersteller oder Anbieter die Notwendigkeit sehen, Einstellungen durch strategische Kommunikationsarbeit zu beeinflussen. Hierfür wird zunächst das Einstellungskonstrukt definiert. Anschlie end wird auf die Relevanz von Einstellungen in der Markt- und Werbepsychologie eingegangen. Abschlie end wird besprochen, warum Hersteller durch strategische Kommunikationsarbeit Einstellungen von Konsumenten beeinflussen. In der Sozialpsychologie wie auch im Bereich der Markt- und Werbepsychologie wird immer wieder die Frage gestellt, wie Einstellungen das Verhalten beeinflussen. In der Sozialpsychologie gibt es hierzu einige Modelle wie das MODE-Modell oder das RIM-Modell. Entsprechend Kroeber-Riel und Gröppel-Klein (2019) gehören jedoch die beiden Einstellungstheorien Theory of Reasoned Action und Theory of Planned Behavior zu den bedeutendsten sozialpsychologischen Theorien im Bereich der Konsumentenforschung. Wobei die Theory of Planned Behavior entwickelt wurde, um die Kritik an der Theory of Reasoned Action teilweise zu entkräften. Im nachfolgenden Text wird jedoch nur auf die Theory of Reasoned Action und deren z
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