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Emotionale Werbekommunikation aus Sicht der Consumer Neuroscience: Eine Analyse und Diskussion aktueller wissenschaftlicher Erkenntnisse
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General PsychologyGeneral Sociology
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ISBN10: 3346492265
ISBN13: 9783346492265
Publisher: Grin Verlag
Published: Oct 18 2021
Pages: 34
Weight: 0.13
Height: 0.08 Width: 5.83 Depth: 8.27
Language: German
ISBN13: 9783346492265
Publisher: Grin Verlag
Published: Oct 18 2021
Pages: 34
Weight: 0.13
Height: 0.08 Width: 5.83 Depth: 8.27
Language: German
Studienarbeit aus dem Jahr 2020 im Fachbereich Psychologie - Wirtschaftspsychologie, Note: 1,0, SRH Fernhochschule, Veranstaltung: Markt- und Werbepsychologie, Sprache: Deutsch, Abstract: Ausgehend von den dem Konsumentenverhalten zugrundeliegenden psychischen Prozessen soll im Rahmen der vorliegenden Arbeit ein systematischer Überblick zum Forschungsstand bezüglich der Wirksamkeit emotionaler Werbekommunikation aus der Perspektive der Consumer Neuroscience erarbeitet werden. Potentiale und Risiken mit Blick auf unternehmerisch bedeutsame Outcome-Variablen werden kritisch diskutiert. Emotionen kommt im Kontext werblicher Aussagen aufgrund ihrer Aufmerksamkeitsstärke sowie aktivierenden Wirkung aus unternehmerischer Perspektive eine hohe Bedeutung zu. Emotionale Werbeapelle sind Zeichen der Zeit, um Konsumenten im Kontext einer informationsüberlasteten Gesellschaft zu erreichen. Aber ist emotionale Werbekommunikation wirklich zielführend im Sinne eines empirisch nachweisbaren Effektes auf erwünschte abhängige Variablen wie die Einstellung der Konsumenten zum Produkt- und Dienstleistungsangebot oder gar ihr Kaufverhalten? Den Erkenntnissen der klassischen Werbewirkungsforschung, die überwiegend auf qualitative und quantitative Befragungsmethoden rekurriert, stehen bei der Beantwortung dieser Frage Befunde der Consumer Neuroscience, auch Neuromarketing, gegenüber, deren revolutionäres Potential unter anderem anhand einer bis zu 60 Prozent höheren prädiktiven Validität gegenüber klassischen Verhaltensmodellen der Werbewirkungsforschung deutlich wird..
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