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Methodisches Beispiel einer Untersuchung über Mundwerbung

  • Johan Arndt

Zusammenfassung

Viele haben der Mundwerbung bisher eine fast geheimnisvolle Kraft zugeschrieben, deren Wirkungen sie nicht für erklärungsbedürftig hielten. So bemerkte Whyte*)1): „Es herrscht allgemeine Übereinstimmung darüber, daß der amerikanische Verbraucher mündlich außerordentlich leicht zu beeinflussen ist.“ Die Wissenschaft hat sich jedoch mit den Kausalmechanismen der mündlichen Beeinflussung noch nicht sehr intensiv befaßt. Die allgemeine Vorstellung von der „Kraft des gesprochenen Wortes“ ist mehr eine Binsenweisheit, die sich im Sprachgebrauch eingebürgert hat, als eine durch empirisches Material gestützte Tatsache.

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Quellenangaben

  1. 1).
    Whyte, W. H., Jr.: The Web of Word of Mouth, Fortune, L (November 1954), pp. 140 ff.Google Scholar
  2. 2).
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  7. 7).
    Beal, G. M., and Rogers, E. M.: Informational Sources in the Adoption Process of New Fabrics, Journal of Home Economics, XLIX (1957), pp. 630–634.Google Scholar
  8. 8).
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    Coleman, J., Menzel, H., and Katz, E.: Social Processes in Physicians’Adoption of a New Drug, Journal of Chronic Diseases, IX, No. 1 (January 1959), pp. 1–19.CrossRefGoogle Scholar
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    Bauer, R. A.: Consumer Behavior as Risk Taking. In: R. S. Hancock (ed.): Dynamic Marketing for a Changing World, Proceedings of the 43rd National Conference of the American Marketing Association, June 1960, Chicago 1960.Google Scholar
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  18. 18).
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    Bauer, R. A.: Consumer Behavior as Risk Taking, a. a. O.Google Scholar
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    Cunningham, S. M.: The Role of Perceived Risk in Product-Related Discussion, a. a. O.Google Scholar
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    Bauer, R. A.: Consumer Behavior as Risk Taking, a. a. O.Google Scholar
  24. 24).
    Siehe Arndt, J.: Word of Mouth Advertising and Informal Communications. In: D. F. Fox (ed.): Risk Taking and Information Handling in Consumer Behavior, Boston 1967.Google Scholar
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    Cunningham, S. M.: The Role of Perceived Risk in Product-Related Discussion, a. a. O.Google Scholar
  26. 26).
    Cox, D. F., and Bauer, R. A.: Self-Confidence and Persuability in Women, Public Opinion Quarterly, XXVIII, No. 3 (Fall 1964), pp. 453–466.Google Scholar
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    Cunningham, S. M.: The Role of Perceived Risk in Product-Related Discussion, a. a. O.Google Scholar
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Literatur

  1. Arndt, J.: Word of Mouth Advertising and Informal Communications. In: D. F. Cox (ed.): Risk Taking and Information Handling in Consumer Behavior, Boston 1967.Google Scholar
  2. Barach, J. A.: Self-Confidence and Reactions to Television Commercials. In: D. F. Cox (ed.): Risk Taking and Information Handling in Consumer Behavior, Boston 1967.Google Scholar
  3. Bauer, R. A.: Consumer Behavior as Risk Taking. In: R. S. Hancock (ed.): Dynamic Marketing for a Changing World, Proceedings of the 43rd National Conference of the American Marketing Association, June 1960, Chicago 1960.Google Scholar
  4. Beal, G. M., and Rogers, E. M.: Informational Sources in the Adoption Process of New Fabrics, Journal of Home Economics, XLIX (1957), pp. 630–634.Google Scholar
  5. Bell, W. E.: Consumer Innovators: A Unique Market for Newness. In: S. A. Greyser (ed.): Toward Scientific Marketing, Proceedings of the Winter Conference of the American Marketing Association, December 1963, Chicago 1964, pp. 85–95.Google Scholar
  6. Coleman, J., Katz, E., Menzel, H.: The Diffusion of an Innovation Among Physicians, Sociometry, XX, No. 4 (December 1957), pp. 253–270.CrossRefGoogle Scholar
  7. Coleman, J., Menzel, H., and Katz, E.: Social Processes in Physicians’ Adoption of a New Drug, Journal of Chronic Diseases, IX, No. 1 (January 1959), pp. 1–19.CrossRefGoogle Scholar
  8. Cox, D. F.: The Audience as Communicators. In: S. A. Greyser (ed.): Toward Scientific Marketing, Proceedings of the Winter Conference of the American Marketing Association, December 1963, Chicago 1964.Google Scholar
  9. Cox, D. F., and Bauer, R. A.: Self-Confidence and Persuability in Women, Public Opinion Quarterly, XXVIII, No. 3 (Fall 1964), pp. 453–466.Google Scholar
  10. Cunningham, S. M.: The Role of Perceived Risk in Product-Related Discussion and Brand Purchase Behavior, Unpublished Doctoral Dissertation, Graduate School of Business Administration, Harvard University 1965.Google Scholar
  11. Fisk, G.: Media Influence Reconsidered, Public 1959), pp. 83–91.Google Scholar
  12. Gergen, K. J., and Bauer, R. A.: The Interactive on Social Conformity. In: D. F. Cox (ed.): Consumer Behavior, Boston 1967.Google Scholar
  13. Janis, I. L., and Field, P. B.: Sex Differences and Personality Factors Related to Persuability. In: I. L. Janis et al.: Personality and Persuability, New Haven 1959, pp. 55–68.Google Scholar
  14. Kassar ian, W. M.: A Study of Riesman’s Theory of Social Character, Sociometry, XXV (September 1962), pp. 213–230.Google Scholar
  15. Katona, G., and Mueller, E.: A Study of Purchase Decisions. In: L. H. Clark (ed.): Consumer Behavior: The Dynamics of Consumer Reaction, New York 1954, pp. 30–87.Google Scholar
  16. Katz, E., and Lazarsfeld, F.: Personal Influence: The Part Played by People in the Flow of Mass Communications, Glencoe, Illinois 1955.Google Scholar
  17. Menzel, H., and Katz, E.: Social Relations and Innovation in the Medical Profession: The Epidemiology of a New Drug, Public Opinion Quarterly, XIX (1955), pp. 337–352.Google Scholar
  18. Myers, J. G.: Patterns of Interpersonal Influence in the Adoption of New Food Products. In: R. M. Haas (ed.): Science, Technology, and Marketing, Proceedings of the 1966 Fall Conference of the American Marketing Association, Chicago 1966, pp. 750–757.Google Scholar
  19. Riesman, D. (with N. Glazer and R. Denney): The Lonely Crowd, Abridged ed. New Haven 1961.Google Scholar
  20. Stafford, J. E.: Effects of Group Influences on Consumer Brand Preferences, Journal of Marketing Research, III (February, 1966), pp. 68–75.Google Scholar
  21. Whyte, W. H., Jr.: The Web of Word of Mouth, Fortune, L (November 1954), pp. 140 ff.Google Scholar

Copyright information

© Springer Fachmedien Wiesbaden 1975

Authors and Affiliations

  • Johan Arndt
    • 1
  1. 1.New YorkUSA

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