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Eye-Tracking und reaktionszeitbasierte Verfahren zur Messung impliziter Kommunikationswirkungen

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Book cover Handbuch Controlling der Kommunikation

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Zusammenfassung

In der Praxis geschieht die Erfassung von Kommunikationswirkungen überwiegend in Form von Befragungen, die jedoch tatsächlich nur einen Teil der Werbewirkung abbilden. Der Beitrag befasst sich vor diesem Hintergrund mit Messmethoden zur Erfassung impliziter Kommunikationswirkungen, die KonsumentInnen nicht bewusst wahrnehmen. Die Autoren beschreiben Methoden, die implizite Kommunikationswirkungen auf den Ebenen der Wahrnehmung und Abspeicherung von Information sowie des tatsächlichen Verhaltens sichtbar machen. Die Bedeutung von Blickbewegungsmessungen und reaktionszeitbasierten Verfahren zur Optimierung von Kommunikationsstrategien wird vor dem Hintergrund aktueller Literatur und anhand praxisrelevanter Beispiele aufgezeigt und diskutiert.

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Authors and Affiliations

  1. Universität Wien, Wien, Österreich

    Johanna Palcu & Arnd Florack

Authors
  1. Johanna Palcu
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  2. Arnd Florack
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Correspondence to Johanna Palcu .

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Editors and Affiliations

  1. LS Markenmanagment u. Automotive Marketi, EBS Universität für Wirtschaft und Recht i.Gr., Wiesbaden, Germany

    Franz-Rudolf Esch

  2. Bergische Universität Wuppertal Lehrstuhl für Marketing, Wuppertal, Germany

    Tobias Langner

  3. Unternehmensführung Wirtschaftliche Fakultät, Universität Basel Lehrstuhl für Marketing und, Basel, Switzerland

    Manfred Bruhn

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Palcu, J., Florack, A. (2015). Eye-Tracking und reaktionszeitbasierte Verfahren zur Messung impliziter Kommunikationswirkungen. In: Esch, FR., Langner, T., Bruhn, M. (eds) Handbuch Controlling der Kommunikation. Springer NachschlageWissen. Springer Gabler, Wiesbaden. https://doi.org/10.1007/978-3-658-05260-7_11-1

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  • DOI: https://doi.org/10.1007/978-3-658-05260-7_11-1

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