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Blickverhalten Von Konsumenten: Grundlagen, Messung Und Anwendung in Der Werbeforschung

Blickverhalten Von Konsumenten: Grundlagen, Messung Und Anwendung in Der Werbeforschung

          
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About the Book

Die Modelle zur Werbewirkung haben sicherlich ein gemeinsames Merkmal: Sie beto- nen die Aufnahme von Informationen als notwendige Bedingung der Erzeugung von Werbewirkung. Problematischer scheint die Bestimmung der im Sinne der Erreichung der Werbeziele zu fordernden Qualitität und Quantität entsprechender Basisprozesse der Informationsbearbeitung. Theoretische Ansatzpunkte bieten aus der kognitivistischen Psychologie stammende Informationsbearbeitungsmodelle. Ihr Entstehungshintergrund, d.h. ein in Grundsatz- fragen anderes wissenschaftliches ErkenntIiisinteresse, verbietet eine "Eins-zu-Eins- Umsetzung" auf den werblichen Bereich: die "Objekte" der psychologischen Grundla- genforschung zur Informationsbearbeitung sind in aller Regel hoch motiviert, mit Lernabsicht ausgestattet, die Fragestellungen auf verbales, meist einfach gehaltenes (Lern-)Material kapriziert. Im Gegensatz dazu sind die Adressaten von Werbung wenig am Betrachtungsgegenstand und einer Auseinandersetzung mit ihm interessiert (entsprechend müssen die Stimuli mit einem gewissen "Durchsetzungsvermögen" aus- gestattet sein), die Stimuli selbst sind komplex und und bestehen meist aus einer Mi- schung nonverbal und verbal präsentierter Inhalte. Eine theoretische Bestimmung der Informationsbearbeitungsprozesse beim Betrachten von Werbung muß diese SpezifIka berücksichtigen. Entsprechend wird ein als Basismodell gewählter Informationsbearbeitungsansatz im Sinne einer Entwicklung eines für den werblichen Bereich adäquaten theoretischen Rahmens um die nutzbaren Erkenntnisse von Involvement-, Aufmerksamkeits- und Imagery-Theorien erweitert. Sicherlich kann ein solcher Versuch der Integration von Theorieteilen bei weitem nicht den Status eines geschlossenen theoretischen Rahmens erreichen: Um die innerhalb der gegebenen Problemstellung auftretenden Phänomene trotz bestehender Wissenslücken möglichst weitgehend erklären zu können, wird neben deduktiven Ableitungen aufPlausibilitätsüberlegungen zurückgegriffen.


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Product Details
  • ISBN-13: 9783790805543
  • Publisher: Physica-Verlag GmbH & Co
  • Binding: Paperback
  • Language: German
  • Returnable: Y
  • Spine Width: 16 mm
  • Weight: 485 gr
  • ISBN-10: 3790805548
  • Publisher Date: 25 Jul 1991
  • Height: 244 mm
  • No of Pages: 286
  • Series Title: Konsum Und Verhalten
  • Sub Title: Grundlagen, Messung Und Anwendung in Der Werbeforschung
  • Width: 170 mm


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