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Implizite Messung der psychologischen Markenstärke

  • Arnd Florack
  • Martin Scarabis
Living reference work entry
Part of the Springer Reference Wirtschaft book series (SRW)

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.

Schlüsselwörter

Implizite Messung Prozess-Modelle Implizite Markenführung Eye Tracking Reaktionszeitmessung 

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Copyright information

© Springer Fachmedien Wiesbaden GmbH 2016

Authors and Affiliations

  1. 1.Universität WienWienÖsterreich
  2. 2.decode Marketingberatung GmbHMünchenDeutschland

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