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Reputation ist Kopfsache

In: Wirkungsmechanismen im Reputationsmanagement

Author

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  • Marina Hubert-Hertsch

Abstract

Zusammenfassung Reputation ergibt sich aus gruppenbezogenen Wahrnehmungs- und Interpretationsvorgängen (Lies, 2012), beschreibt grundsätzlich jedoch etwas, was „Relevanz für Menschen hat, und diese Relevanz steht und fällt damit, dass Reputation in der einen oder anderen Form von einem Menschen wahrgenommen werden kann“ (Fleischer, 2015). Wahrnehmung wiederum kommt zustande, indem die Rezeptoren unserer Sinnesorgane durch Reize erregt werden und diese zur weiteren Verarbeitung über die Nerven zur Hirnrinde geleitet werden (Steigerwald, 1997). Die dort ankommenden Informationen werden im Gehirn zur Wahrnehmung. Entsprechend lohnt sich ein Blick in die aktuellen Erkenntnisse aus den Neurowissenschaften, die bisher manifestierte Auffassungen über unser Gehirn grundlegend verändern. Anhand dieser Erkenntnisse und relevanter Forschungsergebnisse lassen sich wertvolle Handlungslinien für das Reputationsmanagement ableiten.

Suggested Citation

  • Marina Hubert-Hertsch, 2023. "Reputation ist Kopfsache," Springer Books, in: Ulrich Bihler (ed.), Wirkungsmechanismen im Reputationsmanagement, chapter 3, pages 29-40, Springer.
    • Handle: RePEc:spr:sprchp:978-3-658-41204-3_3
    DOI: 10.1007/978-3-658-41204-3_3
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