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Ein Rahmenmodell zur Anwendung psychologischer Erkenntnisse in Anwendungsfeldern des Dialogmarketings

In: Dialogmarketing Perspektiven 2022/2023

Author

Listed:
  • Robert K. Bidmon

Abstract

Zusammenfassung Die Psychologie ist die „Wissenschaft vom Verhalten und den mentalen Prozessen des Menschen“ (Myers, 2014, S. 7). Unter Letzterem versteht man subjektive innere Erfahrungen wie z. B. Träume, Empfindungen, Wahrnehmungen, Gedanken, Einstellungen, Gefühle. Die Psychologie bietet eine – kaum übersehbare – Anzahl an Erkenntnissen an. Im folgenden Text wird eine Art Rahmenmodell angeboten, das dem Anwender eine Einordnung der unterschiedlichen Ergebnisse ermöglicht. Dies geschieht am Beispiel der Gestaltung von Dialogwerbemitteln.

Suggested Citation

  • Robert K. Bidmon, 2023. "Ein Rahmenmodell zur Anwendung psychologischer Erkenntnisse in Anwendungsfeldern des Dialogmarketings," Springer Books, in: Deutscher Dialogmarketing Verband e.V. (ed.), Dialogmarketing Perspektiven 2022/2023, pages 157-178, Springer.
    • Handle: RePEc:spr:sprchp:978-3-658-40753-7_7
    DOI: 10.1007/978-3-658-40753-7_7
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