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Wie Verhalten entsteht und beeinflusst werden kann

In: Werbewirkung und Controlling im Content-Marketing

Author

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  • Thomas Hörner

Abstract

Zusammenfassung Content-Marketing will letztendlich Verhalten (letztendlich insbesondere auch das Kaufverhalten) beeinflussen. Jede Art menschlichen Verhaltens entsteht nach der Theory of Planned Behavior (TPB) aus einer Handlungsabsicht, die wiederum aus Einstellungen entsteht. Dazu kommen aber der Einfluss wahrgenommener Normen und Fähigkeiten. Und auch das MODE-Modell der Psychologie zeigt, wie Einstellungen und Motivationen das menschliche Verhalten prägen. Durch Einflussnahme auf Einstellungen, Motivationen, wahrgenommene soziale Normen und wahrgenommen Fähigkeiten kann das Content-Marketing also letztendlich kurz- oder langfristig das Kaufverhalten verändern - und so zum Erfolg des Marketings beitragen.

Suggested Citation

  • Thomas Hörner, 2022. "Wie Verhalten entsteht und beeinflusst werden kann," Springer Books, in: Werbewirkung und Controlling im Content-Marketing, chapter 5, pages 95-111, Springer.
    • Handle: RePEc:spr:sprchp:978-3-658-37015-2_5
    DOI: 10.1007/978-3-658-37015-2_5
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