Zusammenfassung
Zweiseitige Botschaften integrieren neben positiven Botschaftselementen auch negative Aussagen in die Kommunikation und heben sich dadurch von den üblichen Botschaften der Marketingkommunikation ab. Auf diese Weise kann sich die Wirksamkeit der Kommunikation erhöhen. Für die Marketingkommunikation eines Unternehmens können sie daher eine interessante Alternative zur gängigen einseitigen Werbung darstellen. Andererseits fürchten viele Unternehmen negative Effekte, die durch das Eingeständnis unvorteilhafter Informationen entstehen könnten. Der Trade-Off zwischen positiven und negativen Effekten zweiseitiger Botschaften soll hier diskutiert werden. Dabei wird auch die Entwicklung der Effekte im Zeitablauf berücksichtigt, da der zeitliche Horizont der Wirkungsentwicklung häufig entscheidend ist, aber nur selten explizit berücksichtigt wird.
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Küster, F. (2012). Zweiseitige Botschaften in der Marketingkommunikation. In: Bauer, H., Heinrich, D., Samak, M. (eds) Erlebniskommunikation. Springer, Berlin, Heidelberg. https://doi.org/10.1007/978-3-642-21133-1_16
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