Der Mere-Exposure-Effekt Book by Annemarie Wallis
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Der Mere-Exposure-Effekt

Der Mere-Exposure-Effekt


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About the Book

Studienarbeit aus dem Jahr 2007 im Fachbereich BWL - Marketing, Unternehmenskommunikation, CRM, Marktforschung, Social Media, Note: 1,0, Universität Siegen, 13 Quellen im Literaturverzeichnis, Sprache: Deutsch, Abstract: Heutzutage erscheint es für den Werbetreibenden aufgrund der unglaublich großen Menge an Informationen und Reizen, die der Konsument tagtäglich ausgesetzt ist, immer schwieriger, ein positives Image aufzubauen und seine Produkte erfolgreich zu vermarkten. Um Erfolg versprechend Werbung zu betreiben, sprich den Werbeempfänger zum Käufer des Produktes zu machen, muss verstanden werden, wie und warum der Empfänger auf die ihm in der Werbung dargebotenen Reize reagiert und ob sein Verhalten und seine Einstellungen bewusst gesteuert werden können. Deshalb erscheint es sinnvoll, die Abläufe, die sich beim Empfänger während der Betrachtung von Werbung abspielen, näher zu betrachten. Viele Informationen werden vom Konsumenten nur partiell bewusst und kontrolliert verarbeitet. Das bedeutet, dass einige Handlungsweisen so automatisiert sind, dass sie unbewusst und ohne Beanspruchung der Aufmerksamkeit ablaufen . Einer dieser Informationsverarbeitungsprozesse ist der Mere-exposure-Effekt, der ein unterbewusstes, implizites Erinnern darstellt . Allein die wiederholte Darstellung des Reizes bewirkt, dass diesem Impuls eine positivere Einstellung entgegen- gebracht wird . Experimente haben gezeigt, dass der Mere-exposure-Effekt bei vielen Reizen auftritt, wie beispielsweise Personen, Bilder, Tönen, Nahrungsmitteln und Gerüchen . Die in diesen Versuchen gefundenen Effekte sind im Alltagsleben noch viel auffälliger zu beobachten, da die Versuchspersonen im Labor allen Informationen eine gewisse Aufmerksamkeit schenken. Im Alltag hingegen ist der Konsument einer gewaltigen Reizflut ausgesetzt, so dass viele Aspekte nur unbewusst wahrgenommen werden können . Bei dem Mere-exposure-Effekt geht es nicht darum, die Aufmerksamkeit der Konsumenten zu wecken, sondern


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Product Details
  • ISBN-13: 9783638940573
  • Publisher: Grin Publishing
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 3 mm
  • Width: 140 mm
  • ISBN-10: 3638940578
  • Publisher Date: 05 Jun 2008
  • Height: 216 mm
  • No of Pages: 48
  • Series Title: German
  • Weight: 127 gr


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