Neurokommunikation Book by Kai Fehse - Bookswagon
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Neurokommunikation

Neurokommunikation


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About the Book

"Neuromarketing", "Neurookonomie", "Neurobranding" - Erkenntnisse aus der Hirnforschung revolutionieren scheinbar unser Bild von Marken-Kommunikation. Bei naherem Hinsehen aber erscheint die Suche nach dem "Kaufknopf" auf den bunten Hirn-Scans ebenso sinnlos, wie der Glaube an ein "limbisches System", uber das Menschen angeblich manipulierbar sind. "Neurokommunikation" fasst die neuesten Studien aus den internationalen Top-Journals der Hirnforscher zusammen. Berucksichtigt werden aktuelle naturwissenschaftliche Erkenntnisse, die Relevanz fur Kommunikation haben. Das CASE2-Modell fur Werbewirkung verbindet die teils uberraschenden neuen Paradigmen mit klassischen Werbewirkungs-Modellen. Dabei berucksichtigt es vor allem die neurowissenschaftlich gebotene Unterscheidung zwischen impliziten und expliziten Wirkweisen. Der Autor ist seit uber 20 Jahren in der Werbebranche tatig. Seine Agentur "For Sale" gestaltete u.a. die Kampagne von Media Markt. Er studierte "Cognitive Neuroscience" an der New Yorker Columbia University sowie Werbepsychologie an der Munchner LMU, wo er in Kommunikationswissenschaft promoviert wurde. Seine Dissertationsschrift wurde betreut von Prof. Dr. Hans-Bernd Brosius sowie dem renommierten Hirnforscher Prof. Dr. Ernst Poppel.


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Product Details
  • ISBN-13: 9783832946807
  • Publisher: Nomos Verlagsgesellschaft
  • Binding: Paperback
  • No of Pages: 262
  • Series Title: Angewandte Medienforschung
  • Weight: 750 gr
  • ISBN-10: 3832946802
  • Publisher Date: 17 Jun 2009
  • Language: German
  • Returnable: N
  • Sub Title: Ein Modell Zur Wirkweise Von Werbung Im Lichte Neuester Erkenntnisse Der Hirnforschung


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