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Einstellungen verändern

In: Werbewirkung und Controlling im Content-Marketing

Author

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  • Thomas Hörner

Abstract

Zusammenfassung Marketing und Content-Marketing sollen Einstellungen verändern. Einen wichtigen theoretischen Rahmen einer solchen Einstellungsveränderung liefern das in der Psychologie weitverbreitete Elaboration-Likelihood-Modell (ELM) sowie das dem ELM nicht unähnliche Heuristic Systematic Model (HSM). Beide gehen dabei davon aus, dass Einstellungen einerseits durch aktives Nachdenken (bewusste kognitive Verarbeitung von Kommunikationsinhalten), aber auch von Prozessen mit wenig kognitiver Aktivität (oft unbewusst) gebildet und verändert werden. So bilden diese Modelle eine wichtige psychologische Grundlage, wie Content-Marketing seine Werbewirkung enthalten kann.

Suggested Citation

  • Thomas Hörner, 2022. "Einstellungen verändern," Springer Books, in: Werbewirkung und Controlling im Content-Marketing, chapter 4, pages 83-94, Springer.
    • Handle: RePEc:spr:sprchp:978-3-658-37015-2_4
    DOI: 10.1007/978-3-658-37015-2_4
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