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Attitudes, Knowledge & Taxonomies as Basic Constructs

In: Advertising Impact and Controlling in Content Marketing

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  • Thomas Hörner

Abstract

Attitudes are a central mental construct in psychology. They are based on various beliefs and knowledge that are organized in hierarchical and non-hierarchical structures in human memory, e.g. in the form of taxonomies that are particularly important for content marketing or as associations. All theses constructs are important basics regarding the advertising effect of content marketing.

Suggested Citation

  • Thomas Hörner, 2023. "Attitudes, Knowledge & Taxonomies as Basic Constructs," Springer Books, in: Advertising Impact and Controlling in Content Marketing, chapter 0, pages 57-70, Springer.
    • Handle: RePEc:spr:sprchp:978-3-658-40551-9_3
    DOI: 10.1007/978-3-658-40551-9_3
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