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Optimierung des Webdesigns durch Neuromarketing. Empfehlungen für Unternehmen

Optimierung des Webdesigns durch Neuromarketing. Empfehlungen für Unternehmen

          
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About the Book

Projektarbeit aus dem Jahr 2015 im Fachbereich Medien / Kommunikation - Public Relations, Werbung, Marketing, Social Media, Note: 1,0, AKAD University, ehem. AKAD Fachhochschule Stuttgart, Sprache: Deutsch, Abstract: Diese Arbeit untersucht die neuropsychologische Wirkung einer Webseite auf das Verhalten von Besuchern und konzentriert sich auf die Bereiche Kommunikation und Konsum. Im Vordergrund steht die Frage, wie Unternehmen das Potenzial und die Techniken des Neuromarketing für die Optimierung der Internetpräsenz nutzen können, um ihren Marketingerfolg zu steigern. Um diese Frage zu beantworten, soll zunächst ein Grundlagenverständnis zum Thema Neuromarketing geschaffen werden. Gleichzeitig wird die Bedeutung des Designs von Webseiten in Bezug auf das Nutzerverhalten dargestellt und mögliche Grenzen abgesteckt. Anschließend ist zu untersuchen, welche kommunikativen und entscheidungsrelevanten Elemente und Techniken aus psychologischer Sicht den Erfolg des Internetauftritts steigern können und speziell den Konsum im Internet stimulieren. Ziel ist es, für das Webdesign relevante psychologische Einflussfaktoren aus Kommunikation und Konsumentscheidung zu identifizieren und daraus konkrete Optimierungsansätze abzuleiten. Dabei gilt es, diese so zu formulieren, dass sie für Unternehmen anwendbar sind und bei der Gestaltung von Webpräsenzen umgesetzt werden können. In einer einzigen Minute wächst das Internet um fast 600 neue Websites - Tendenz steigend. Websites sind damit zur Massenware geworden, die sich in der Konsequenz immer ähnlicher werden. Dadurch wird es aber auch schwieriger, in der Masse aufzufallen und Besucher für sich zu gewinnen. Perspektiven liefert das "Neurowebdesign" - ein Begriff, der 2009 durch die amerikanische Psychologin Susan Weinschenk geprägt wurde, die in ihrem Buch "Neuro Web Design - What Makes Them Click?" erstmals neuropsychologische Erkenntnisse in die Webgestaltung transferierte und grundlegende Prinzipien formulierte. Der Begr


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Product Details
  • ISBN-13: 9783668082755
  • Publisher: Grin Verlag
  • Publisher Imprint: Grin Verlag
  • Height: 210 mm
  • No of Pages: 40
  • Series Title: German
  • Weight: 63 gr
  • ISBN-10: 3668082758
  • Publisher Date: 24 Nov 2015
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 3 mm
  • Width: 148 mm


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