Die Kognitionspsychologie Als Werkzeug Zur Beeinflussung Von Konsumentenentscheidungen In Der Werbung
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Die Kognitionspsychologie Als Werkzeug Zur Beeinflussung Von Konsumentenentscheidungen In Der Werbung
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Author : Clemens Pöhlmann
language : de
Publisher: diplom.de
Release Date : 2016-11-18
Die Kognitionspsychologie Als Werkzeug Zur Beeinflussung Von Konsumentenentscheidungen In Der Werbung written by Clemens Pöhlmann and has been published by diplom.de this book supported file pdf, txt, epub, kindle and other format this book has been release on 2016-11-18 with Business & Economics categories.
In der vorliegenden Arbeit wird analysiert, wie die Kognitionspsychologie dazu beiträgt, Konsumentenentscheidungen zugunsten von Produkten zu beeinflussen. Dazu werden zunächst allgemeine Grundlagen zur Werbung und zur Werbepsychologie erläutert, der Kaufprozess skizziert und dargelegt, warum das Ursprungsmodell des homo oeconomicus nicht mehr in seinem vollen Umfang Gültigkeit besitzt. Weiterhin betrachtet diese Arbeit die Wirkungsmodelle der Werbung. Damit zusammenhängend wird erläutert, wie das Lernen, das Gedächtnis, Einstellungen und das Involvement, Ansätze für Beeinflussungsversuche darstellen, die sich die Wirtschaftswerbung zunutze macht. Anschließend erklärt die Arbeit die Methoden, die diese Beeinflussung möglich machen. Insbesondere die Nutzung von Emotionen, Heuristiken, des Primings und Kontexteffektes, der Mere-Exposure-Effekt, sowie Reaktanz-Theorien, werden dazu näher beleuchtet. Im letzten Kapitel erfolgt eine Beurteilung der Werbemaßnahmen unter ethischen Gesichtspunkten. Daraus geht hervor, dass Werbung nach dem teleologischen Ansatz ein neutrales Instrument darstellt, solange die Grenze zur Manipulation nicht überschritten wird. Etwas kritischer verhalten sich einige Methoden der Wirtschaftswerbung unter Betrachtung anderer ethischer Ansätze. Eine Regelentwicklung soll dazu beitragen, einen verantwortungsbewussten Umgang mit Elementen der Wirtschaftswerbung zu finden. Dabei konnten im Rahmen dieser Arbeit folgende acht Regeln abgeleitet werden: 1. Werbung muss ehrlich und wahrheitsgemäß sein. 2. Werbemaßnahmen sind als solche klar zu kennzeichnen. 3. Das Wesen des Rezipienten darf nicht manipuliert werden. 4. Werbung darf niemals die Würde von Menschen oder Tieren verletzen. 5. Werbung muss allen gesetzlichen und selbstauferlegten Normen entsprechen. 6. Werbung muss die Regeln des fairen Wettbewerbs einhalten. 7. Werbung muss so gestaltet sein, dass sie weder anstößiges noch ungesundes Verhalten fördert oder verharmlost. 8. Werbung darf Unwissen und mangelnde Erfahrung von Konsumenten nicht ausnutzen. Den Abschluss dieser Arbeit stellt die Betrachtung einer besonders schutzbedürftigen Konsumentengruppe dar: Kinder und Jugendliche. Dabei soll analysiert werden, welchen Medienkonsum Kinder und Jugendliche aktuell haben und welche Auswirkungen damit verbunden sind.
Kognitionspsychologische Wirkmechanismen Von Werbung Grundlagen Methoden Und Ethische Beurteilung
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Author : Clemens Pöhlmann
language : de
Publisher: Diplomica Verlag
Release Date : 2017-02-01
Kognitionspsychologische Wirkmechanismen Von Werbung Grundlagen Methoden Und Ethische Beurteilung written by Clemens Pöhlmann and has been published by Diplomica Verlag this book supported file pdf, txt, epub, kindle and other format this book has been release on 2017-02-01 with Business & Economics categories.
In dem vorliegenden Buch wird analysiert, wie die Kognitionspsychologie dazu beiträgt, Konsumentenentscheidungen zugunsten von Produkten zu beeinflussen. Dazu werden zunächst allgemeine Grundlagen zur Werbung und zur Werbepsychologie erläutert, der Kaufprozess skizziert und dargelegt, warum das Ursprungsmodell des homo oeconomicus nicht mehr in seinem vollen Umfang Gültigkeit besitzt. Weiterhin betrachtet dieses Buch die Wirkungsmodelle der Werbung. Damit zusammenhängend wird erläutert, wie das Lernen, das Gedächtnis, Einstellungen und das Involvement Ansätze für Beeinflussungsversuche darstellen, die sich die Wirtschaftswerbung zunutze macht. Anschließend erklärt das Buch die Methoden, die diese Beeinflussung möglich machen. Insbesondere die Nutzung von Emotionen, Heuristiken, des Primings und des Kontexteffektes, der Mere-Exposure-Effekt sowie Reaktanz-Theorien werden dazu näher beleuchtet. Im letzten Kapitel erfolgt eine Beurteilung der Werbemaßnahmen unter ethischen Gesichtspunkten. Dort werden Regeln für den verantwortungsbewussten Umgang mit Elementen der Wirtschaftswerbung erstellt und die Konsumentengruppe der Kinder und Jugendlichen genauer betrachtet.
Marketing Problems
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Author : Melvin Thomas Copeland
language : en
Publisher: Legare Street Press
Release Date : 2023-07-18
Marketing Problems written by Melvin Thomas Copeland and has been published by Legare Street Press this book supported file pdf, txt, epub, kindle and other format this book has been release on 2023-07-18 with categories.
This book dives deep into the world of marketing, providing insightful and strategic solutions to common marketing problems. With real-world examples and practical advice, this book is an essential resource for anyone interested in marketing. This work has been selected by scholars as being culturally important, and is part of the knowledge base of civilization as we know it. This work is in the "public domain in the United States of America, and possibly other nations. Within the United States, you may freely copy and distribute this work, as no entity (individual or corporate) has a copyright on the body of the work. Scholars believe, and we concur, that this work is important enough to be preserved, reproduced, and made generally available to the public. We appreciate your support of the preservation process, and thank you for being an important part of keeping this knowledge alive and relevant.
Consumer Brand Relationships
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Author : Susan Fournier
language : en
Publisher: Routledge
Release Date : 2012-03-29
Consumer Brand Relationships written by Susan Fournier and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2012-03-29 with Business & Economics categories.
The creation and management of customer relationships is fundamental to the practice of marketing. Marketers have long maintained a keen interest in relationships: what they are, why they are formed, what effects they have on consumers and the marketplace, how they can be measured and when and how they evolve and decline. While marketing research has a long tradition in the study of business relationships between manufacturers and suppliers and buyers and sellers, attention in the past decade has expanded to the relationships that form between consumers and their brands (such as products, stores, celebrities, companies or countries). The aim of this book is to advance knowledge about consumer-brand relationships by disseminating new research that pushes beyond theory, to applications and practical implications of brand relationships that businesses can apply to their own marketing strategies. With contributions from an impressive array of scholars from around the world, this volume will provide students and researchers with a useful launch pad for further research in this blossoming area.
English In Europe
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Author : Manfred Görlach
language : en
Publisher: OUP Oxford
Release Date : 2002-05-23
English In Europe written by Manfred Görlach and has been published by OUP Oxford this book supported file pdf, txt, epub, kindle and other format this book has been release on 2002-05-23 with Language Arts & Disciplines categories.
English in Europe charts the English invasion of Europe since 1945. Sixteen distinguished European scholars report on the English words and phrases that have become integral parts of their languages. Each describes the effect of English on the host language, and shows how the process of incorporation often modifies pronunciation and spelling and frequently transforms meaning and use. The languages surveyed are Icelandic, Dutch, French, Spanish, Norwegian, German, Italian, Romanian, Polish, Croatian, Finnish, Albanian, Russian, Bulgarian, Hungarian, and Greek. The book is designed as a companion to A Dictionary of European Anglicisms but may be read as an independent work. This is the first systematic survey of a phenomenon that is fascinating, alarming, and apparently unstoppable.
Informational Environments
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Author : Jürgen Buder
language : en
Publisher: Springer
Release Date : 2017-10-13
Informational Environments written by Jürgen Buder and has been published by Springer this book supported file pdf, txt, epub, kindle and other format this book has been release on 2017-10-13 with Psychology categories.
This book provides a multidisciplinary view into how individuals and groups interact with the information environments that surround them. The book discusses how informational environments shape our daily lives, and how digital technologies can improve the ways in which people make use of informational environments. It presents the research and outcomes of a seven-year multidisciplinary research initiative, the Leibniz-WissenschaftsCampus Tübingen Informational Environments, jointly conducted by the Leibniz-Institut für Wissensmedien (IWM) and the Eberhard Karls Universität Tübingen. Book chapters from leading international experts in psychology, education, computer science, sociology, and medicine provide a multi-layered and multidisciplinary view on how the interplay between individuals and their informational environments unfolds. Featured topics include: Managing obesity prevention using digital media. Using digital media to assess and promote school teacher competence. Informational environments and their effect on college student dropout. Web-Platforms for game-based learning of orthography and numeracy. How to design adaptive information environments to support self-regulated learning with multimedia. Informational Environments will be of interest to advanced undergraduate students, postgraduate students, researchers and practitioners in various fields of educational psychology, social psychology, education, computer science, communication science, sociology, and medicine.
Sustainability Rating Agencies Vs Credit Rating Agencies
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Author : Daniel Cash
language : en
Publisher: Springer Nature
Release Date : 2021-04-16
Sustainability Rating Agencies Vs Credit Rating Agencies written by Daniel Cash and has been published by Springer Nature this book supported file pdf, txt, epub, kindle and other format this book has been release on 2021-04-16 with Business & Economics categories.
This book details the difference between the two rating industries, but this difference is converging all the time. The concept of investing in a more responsible and sustainable manner is drawing in some of the world’s leading investors and, with it, regulations and policies are developing at the highest levels. However, the market is not getting what it needs to fully submit to the concept of responsible investing. It has called for more to be done from those tasked with injecting information into their processes, and two industries in particular have been identified as being natural partners. It has been suggested that they are on a collision course to serve the mainstream investor, and in this book, that collision course is contextualised, explained, presented, and finally its outcome predicted.
Environmental Economics And Sustainability
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Author : Brian Chi-ang Lin
language : en
Publisher: John Wiley & Sons
Release Date : 2017-04-24
Environmental Economics And Sustainability written by Brian Chi-ang Lin and has been published by John Wiley & Sons this book supported file pdf, txt, epub, kindle and other format this book has been release on 2017-04-24 with Business & Economics categories.
Environmental Economics and Sustainability presents a collection of peer-reviewed research articles contributed by international experts that reveal the current state of our knowledge in the field of environmental economics. Presents the latest research results on a plethora of issues relating to environmental economics and sustainability Features original contributions from top experts in the field from around the world Addresses several of the contemporary challenges of sustainability while infusing new energy into the field of environmental economics Covers myriad topics relating to environmental economics and sustainability including climate change, air pollution, CO2 emissions, recycling, and the international environmental agreement
The Methodology Of Positive Economics
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Author : Uskali Mäki
language : en
Publisher: Cambridge University Press
Release Date : 2009-05-28
The Methodology Of Positive Economics written by Uskali Mäki and has been published by Cambridge University Press this book supported file pdf, txt, epub, kindle and other format this book has been release on 2009-05-28 with Business & Economics categories.
A team of world-renowned experts cast new light on Milton Friedman's 1953 essay 'The methodology of positive economics'.
The Psychology Of Digital Learning
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Author : Stephan Schwan
language : en
Publisher: Springer
Release Date : 2017-04-17
The Psychology Of Digital Learning written by Stephan Schwan and has been published by Springer this book supported file pdf, txt, epub, kindle and other format this book has been release on 2017-04-17 with Education categories.
This book provides an overview of the state-of-the art of psychological research on learning and knowledge exchange with digital media, based on a comprehensive research program that was realized at the Leibniz-Institut für Wissensmedien(IWM) during the last decade. The dramatic rise of new tools and technologies, including both hardware devices like smartphones, tablets, multitouch-tables, or stereoscopic screens as well as software environments like Google, Wikipedia, Facebook, Twitter or MOOCs – has fundamentally reshaped teaching, learning, and knowledge exchange. The authors describe an area of digital learning in light of these recent technological developments, specify the relevant theoretical approaches, summarize the main research results from the lab, and discuss their theoretical and practical implications.