Zusammenfassung
Kaufentscheidungen von Markenprodukten unterliegen nicht nur der rationalen Abwägung von Argumenten. Vielmehr beeinflusst die automatische Zuwendung von Aufmerksamkeit und die Auslösung von Impulsen, deren Einflüsse Konsumenten nicht bewusst zugänglich sind, Kaufentscheidungen in einem wichtigen Ausmaß. Es ist daher notwendig, Marken auf einer impliziten Ebene zu positionieren und die Wirkung auf der impliziten Ebene zu erfassen und zu kontrollieren. Im Kapitel werden neurowissenschaftliche und reaktionszeitbasierte Methoden sowie die Aufzeichnung von Blickbewegungen als Instrumente der Erfassung impliziter Markenwirkungen vorgestellt.
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Florack, A., Scarabis, M. (2016). Implizite Messung der psychologischen Markenstärke. In: Esch, FR. (eds) Handbuch Markenführung. Springer Reference Wirtschaft . Springer Gabler, Wiesbaden. https://doi.org/10.1007/978-3-658-13361-0_54-1
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