Home > References & Encyclopedias > Interdisciplinary studies > Semiotics / semiology > Die Wirkung der klassischen Konditionierung in der Werbeindustrie und ihr Einfluss auf das Konsumentenverhalten
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Die Wirkung der klassischen Konditionierung in der Werbeindustrie und ihr Einfluss auf das Konsumentenverhalten

Die Wirkung der klassischen Konditionierung in der Werbeindustrie und ihr Einfluss auf das Konsumentenverhalten

          
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About the Book

Studienarbeit aus dem Jahr 2017 im Fachbereich Medien / Kommunikation - Public Relations, Werbung, Marketing, Social Media, Note: 1,3, Europäische Fernhochschule Hamburg, Veranstaltung: Forschung und Statistik, Sprache: Deutsch, Abstract: Diese Forschungsarbeit untersucht, welche Rolle die klassische Konditionierung bei einem Werbespot spielt und welchen Einfluss die Hintergrundmusik dabei auf die Probanden hat. Insgesamt waren 40 Versuchspersonen an dem Experiment beteiligt und wurden in zwei gleich große Gruppen aufgeteilt. Beide Gruppen bekommen 15 Sekunden lang einen Werbespot von einem Touristikunternehmen vorgespielt. Die Musikuntermalung des Werbespots unterscheidet sich bei den beiden Gruppen. Die Kontrollgruppe hört einen fröhlichen Jingle und die Treatmentgruppe ein ruhiges Klavier-Thema. Während des Abspielens des Werbespots wird die Herzfrequenz gemessen und im Anschluss werden alle Probanden gefragt, ob sie nun eine Reise bei dem präsentierten Unternehmen buchen würden. Erwartet wurde, dass die Treatmentgruppe einen signifikant niedrigeren Herzschlag hat und signifikant mehr Buchungen vornimmt. Die Analyse hat belegt, dass die Klaviermusik bei der Treatmentgruppe einen signifikanten Einfluss auf das Buchungsverhalten hat. Die Herzfrequenz jedoch konnte bei beiden Gruppen nicht von der Musik beeinflusst werden. Zunächst beschreibe ich im Theorieteil den historischen Hintergrund sowie den Prozess der klassischen Konditionierung. Danach beschreibe ich die Methodik sowie die Ergebnisse und diskutiere diese am Ende vor dem Hintergrund der aufgestellten Hypothesen.


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Product Details
  • ISBN-13: 9783668490772
  • Publisher: Grin Verlag
  • Publisher Imprint: Grin Verlag
  • Height: 210 mm
  • No of Pages: 36
  • Spine Width: 2 mm
  • Width: 148 mm
  • ISBN-10: 3668490775
  • Publisher Date: 25 Jul 2017
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Weight: 63 gr


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