Auswirkung von Involvement auf grünen Werbeskeptizismus by Bettina Schneider
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Auswirkung von Involvement auf grünen Werbeskeptizismus

Auswirkung von Involvement auf grünen Werbeskeptizismus


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About the Book

Studienarbeit aus dem Jahr 2021 im Fachbereich Medien / Kommunikation - Public Relations, Werbung, Marketing, Social Media, Note: 1,0, Universität Koblenz-Landau (Kommunikationspsychologie und Medienpädagogik), Veranstaltung: Seminar: Wirkung strategischer Kommunikation, Sprache: Deutsch, Abstract: Der Erfolg grüner Werbung wird als eher gering eingestuft. Einige Autor: innen innerhalb der grünen Werbeforschung sprechen von einem ernstzunehmenden Dilemma, ausgehend von der Idee des: der skeptischen Konsument: in, der: die den Aussagen grüner Werbung wenig Glauben schenkt und somit nur schwer durch Werbung zu erreichen ist. Daraufhin wurde die Annahme des: der skeptischen Konsument: in in vielen Forschungsarbeiten integriert und nicht weiter hinterfragt. Nichtsdestotrotz ist eine systematische Erforschung der Faktoren, die grünen Werbeskeptizismus verursachen, unabdingbar. So zeichnen sich grüne Konsument: innen durch ein besonders hohes Involvement bezüglich der in grüner Werbung angesprochenen Umweltthemen aus. Einige heuristische Modelle, wie beispielsweise das Elaboration Likelihood Model nach Petty und Cacioppo (1986) argumentieren, dass ein hohes Involvement einhergeht mit einer hohen Motivation, die Informationen grüner Werbung zu verarbeiten. Folglich sind für grüne Konsument: innen besonders hohe Persuasion-Effekte zu erwarten, was sich durch einen geringeren Skeptizismus gegenüber grüner Werbung kenntlich macht. Dies stünde jedoch im Widerspruch mit der Annahme des: der skeptischen grünen Konsument: in. Um diesen Widerspruch aufzuklären, soll in dieser Arbeit der Frage nachgegangen werden, inwiefern sich grünes Involvement von Konsument: innen auf ihren Skeptizismus gegenüber grüner Werbung auswirkt. Da die aktuelle Forschungslage unübersichtlich und diffus ist, soll diese Arbeit dazu beitragen Klarheit zu schaffen. Die Ergebnisse sollen sowohl wichtige Anhaltspunkte für künftige Studien bieten als auch Werbetreibende dazu befähigen ihre Marketingstrategien erfolgre


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Product Details
  • ISBN-13: 9783346798275
  • Publisher: Bod Third Party Titles
  • Publisher Imprint: Grin Verlag
  • Height: 210 mm
  • No of Pages: 22
  • Spine Width: 1 mm
  • Width: 148 mm
  • ISBN-10: 3346798275
  • Publisher Date: 10 Jan 2023
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Weight: 91 gr


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