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Handbuch Markenführung pp 1–17Cite as

Implizite Messung der psychologischen Markenstärke

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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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Author information

Authors and Affiliations

  1. Universität Wien, Wien, Österreich

    Arnd Florack

  2. decode Marketingberatung GmbH, München, Deutschland

    Martin Scarabis

Authors
  1. Arnd Florack
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  2. Martin Scarabis
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Correspondence to Arnd Florack .

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Editors and Affiliations

  1. EBS Universität für Wirtschaft und Recht, Wiesbaden, Hessen, Germany

    Franz-Rudolf Esch

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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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  • DOI: https://doi.org/10.1007/978-3-658-13361-0_54-1

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