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Werbepsychologie

In: Digitales Dialogmarketing

Author

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  • Roland Mangold

    (Hochschule der Medien)

Abstract

Zusammenfassung Voraussetzung für ökonomischen Werbeerfolg ist das Kaufverhalten von Konsumenten. Dieses wiederum hängt von einer Vielzahl psychischer Einflussfaktoren ab; konsequenterweise wird in der Werbepsychologie erforscht, welche kognitiven und emotionalen Prozesse bei der Person – ausgehend von der dargebotenen Werbebotschaft – letztendlich zur Kaufentscheidung, zur Kaufabsicht und zum intendierten Kaufverhalten des Konsumenten führen. Hier sind neuere psychologische Forschungsansätze zur Informationsarchitektur des Menschen und zu dort herrschenden Gesetzmäßigkeiten gefragt. Nur solche Ansätze bieten die Gewähr, die Aufnahme und Verarbeitung kommunizierter Werbeinformationen hinreichend präzise vorhersagen und die Werbebotschaften im Hinblick auf die intendierten Wirkungen optimal gestalten zu können.

Suggested Citation

  • Roland Mangold, 2014. "Werbepsychologie," Springer Books, in: Heinrich Holland (ed.), Digitales Dialogmarketing, edition 127, chapter 2, pages 29-50, Springer.
    • Handle: RePEc:spr:sprchp:978-3-658-02541-0_2
    DOI: 10.1007/978-3-658-02541-0_2
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