Home > References & Encyclopedias > Interdisciplinary studies > Communication studies > Wirkungsmechanismen von Emotionen in der Werbung: Wie wirken sich Emotionen in der Werbung auf das Kaufverhalten der Konsumenten aus?
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Wirkungsmechanismen von Emotionen in der Werbung: Wie wirken sich Emotionen in der Werbung auf das Kaufverhalten der Konsumenten aus?

Wirkungsmechanismen von Emotionen in der Werbung: Wie wirken sich Emotionen in der Werbung auf das Kaufverhalten der Konsumenten aus?

          
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About the Book

Studienarbeit aus dem Jahr 2018 im Fachbereich Medien / Kommunikation - Public Relations, Werbung, Marketing, Social Media, Note: 1,3, Internationale Hochschule für Wirtschaft, Technik und Kultur gGmbH, Sprache: Deutsch, Abstract: In der folgenden Arbeit wird die leitende Frage, wie sich Emotionen in der Werbung auf das Kaufverhalten der Konsumenten auswirken, untersucht. Hierzu wird zunächst der Begriff der Werbung eingegrenzt. Anschließend wird die Fernsehwerbung als klassisches Werbemittel näher betrachtet und erläutert. Außerdem wird auf diverse Stufen und Modelle der Werbewirkung eingegangen. Auch der Begriff Emotionen wird zunächst eingegrenzt, wonach einige Theorien zur Erklärung von Emotionen beschrieben werden. Im Anschluss erfolgt eine Ein- und Abgrenzung von Primär- und Sekundäremotionen. Nachdem die Teilbereiche Werbung und Emotionen einzeln betrachtet wurden, können die Wirkungsmechanismen und Einsatzmöglichkeiten von Emotionen in der Werbung analysiert werden. Hierbei soll insbesondere der Einfluss von Emotionen in der Werbung auf das Kaufverhalten der Konsumenten erarbeitet werden. Außerdem werden die Wirkungsmechanismen von Emotionen in der Werbung anhand eines ausgewählten Fallbeispiels analysiert. Das abschließende Fazit fasst die erworbenen Erkenntnisse und Ergebnisse nochmals zusammen. Werbung steht heutzutage vor einigen Herausforderungen. Zum einen hat sie mit einem zunehmenden Aufmerksamkeitswettbewerb beziehungsweise einem Informations- und Reizüberfluss und einer daraus resultierenden Werbeträgheit der Konsumenten zu kämpfen. Zum anderen gibt es in vielen Bereichen kaum noch funktionale Unterschiede zwischen den Produkten, wodurch eine kommunikative Abhebung und Inszenie-rung stark an Bedeutung gewinnt. Zusätzlich entwickeln die Konsumenten ein verstärktes Bedürfnis nach einem Zusatznutzen. Eine Möglichkeit um die gegenwärtigen Herausforderungen von Werbung zu überwinden, stellt der Einsatz von Emotionen dar. Emotionen sind komplexe Kett


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Product Details
  • ISBN-13: 9783668946835
  • Publisher: Bod Third Party Titles
  • Publisher Imprint: Grin Verlag
  • Height: 210 mm
  • No of Pages: 52
  • Spine Width: 3 mm
  • Weight: 82 gr
  • ISBN-10: 3668946833
  • Publisher Date: 19 Apr 2019
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Sub Title: Wie wirken sich Emotionen in der Werbung auf das Kaufverhalten der Konsumenten aus?
  • Width: 148 mm


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