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How Behavior Arises and Can Be Influenced

In: Advertising Impact and Controlling in Content Marketing

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  • Thomas Hörner

Abstract

Content marketing ultimately wants to influence behavior (in the end, especially purchase behavior). Every type of human behavior arises from an intention to act, which in turn arises from attitudes. But the influence of perceived norms and abilities also comes into play. And the MODE model of psychology also shows how attitudes and motivation shape human behavior. By influencing attitudes, motivation, perceived social norms and perceived abilities, content marketing can ultimately change purchase behavior in the short or long term—and thus contribute to the success of marketing.

Suggested Citation

  • Thomas Hörner, 2023. "How Behavior Arises and Can Be Influenced," Springer Books, in: Advertising Impact and Controlling in Content Marketing, chapter 0, pages 81-96, Springer.
    • Handle: RePEc:spr:sprchp:978-3-658-40551-9_5
    DOI: 10.1007/978-3-658-40551-9_5
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