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Nutzung von Werbung

Selektion und Vermeidung persuasiver Inhalte

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Abstract

Der Kontakt mit einer Werbebotschaft ist notwendige, wenn auch nicht hinreichende Bedigung für Werbewirkung. Werbetreibende versuchen daher, die Kontaktchance ihrer Werbebotschaft durch vielfältige Strategien zu optimieren. Diesen Strategien begegnet das Publikum aktiv durch bewusste Selektion solcher persuasiver Inhalte, die es als nützlich wahrnimmt, oder aber durch Werbevermeidung (advertising avoidance). Charakteristika der Personen, die Werbung nutzen (Motive, Einstellungen, Überredungswissen, Reaktanz), aber auch der Merkmale von Werbeträgern und Werbemitteln beeinflussen Nutzung und Vermeidung von Werbung. Der Beitrag diskutiert die Determinanten von Selektion und Avoidance, das Nutzungs- und Umgehungsverhalten in unterschiedlichen Medien sowie Strategien der Werbetreibenden zur Umgehung der Werbevermeidung.

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  1. Hochschule für Musik, Theater und Medien Hannover, IJK - Institut für Journalistik und Kommunikationsforschung, Expo Plaza 12, 30539, Hannover, Deutschland

    Dr. Teresa K. Naab & Dr. Daniela Schlütz

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Correspondence to Teresa K. Naab .

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  1. IPMZ, Universität Zürich, Zürich, Switzerland

    Gabriele Siegert

  2. IPMZ, Univeristät Zürich, Zürich, Switzerland

    Werner Wirth

  3. Fachgebiet Kommunikationswiss., Universität Hohenheim, Stuttgart, Switzerland

    Patrick Weber

  4. Inst. f. Publizistik u. Medienforschung, Universität Zürich, Zürich, Switzerland

    Juliane A. Lischka

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Naab, T., Schlütz, D. (2016). Nutzung von Werbung. In: Siegert, G., Wirth, W., Weber, P., Lischka, J. (eds) Handbuch Werbeforschung. Springer VS, Wiesbaden. https://doi.org/10.1007/978-3-531-18916-1_11

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