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Implizite Kognition und Gesundheitskommunikation

  • Florian ArendtEmail author
Chapter

Zusammenfassung

Gesundheitsbezogenes Verhalten kann wohlüberlegt oder impulsiv erfolgen. Manchmal verspüren wir einen inneren Impuls (implizite Kognition), gesundheitsrelevante Reize wie fette oder süße Nahrungsmittel aufzusuchen, obwohl es verbalisierbare Gedanken (explizite Kognition) „besser wissen“ und uns davon abhalten; zumindest dann, wenn wir die Motivation und die Fähigkeit haben, unseren Impulsen zu widerstehen. Bisherige Forschung konzentrierte sich bezüglich Medienwirkungen auf explizite Kognition. Das ist ungünstig, weil es Theorie und Methodik der impliziten Kognition ermöglichen, Wirkungen aufzudecken, die bei der bloßen Verwendung expliziter Kognition unentdeckt bleiben.

Schlüsselwörter

Einstellungen Selbstkonzept Impuls Informationsverarbeitung Verhalten Gesundheitskampagnen 

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Copyright information

© Springer Fachmedien Wiesbaden GmbH, ein Teil von Springer Nature 2019

Authors and Affiliations

  1. 1.Publizistik- und KommunikationswissenschaftUniversität WienWienÖsterreich

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