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Neurophysiologische Werbewahrnehmungs- und Werbewirkungsforschung

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Dialogmarketing im Dialog

Zusammenfassung

Unter der Bezeichnung Neuroökonomie hat sich ein neues interdisziplinäres Forschungsfeld etabliert, welches die biologischen Grundlagen menschlichen Entscheidungsverhaltens untersucht. Als ein Teilgebiet hat sich ein spezifischer Zweig entwickelt, der sich speziell mit Konsumentenverhalten beschäftigt und versucht, die Erkenntnisse und Methoden der Neurowissenschaften zu nutzen, um Konsumentenverhalten besser zu verstehen und vorherzusagen. Dazu werden verschiedene Methoden eingesetzt, welche als gemeinsamen Nenner die Erfassung physiologischer Biomarker beinhalten. In diesem Beitrag sollen aktuelle Erkenntnisse dieser Forschungsrichtung dargestellt und diskutiert werden.

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Author information

Authors and Affiliations

  1. Universität Klink für Epileptologie, Sigmund-Freud-Str. 25, Bonn, 53127, Deutschland

    Herrn Professor Dr. Christian Elger & Prof. Dr. Bernd Weber

Authors
  1. Herrn Professor Dr. Christian Elger
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  2. Prof. Dr. Bernd Weber
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Corresponding author

Correspondence to Christian Elger .

Editor information

Editors and Affiliations

  1. Deutsche Post DHL, Charles-de-Gaulle-Straße 20, Bonn, 53113, Germany

    Jürgen Gerdes

  2. Siegfried Vögele Institut, Öhlmühlweg 12, Königstein im Taunus, 61462, Germany

    Jürgen Hesse

  3. Siegfried Vögele Institut, Öhlmühlweg 12, Königstein im Taunus, 61462, Germany

    Siegfried Vögele

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Elger, C., Weber, B. (2013). Neurophysiologische Werbewahrnehmungs- und Werbewirkungsforschung. In: Gerdes, J., Hesse, J., Vögele, S. (eds) Dialogmarketing im Dialog. Springer Gabler, Wiesbaden. https://doi.org/10.1007/978-3-658-02000-2_16

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  • DOI: https://doi.org/10.1007/978-3-658-02000-2_16

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  • Publisher Name: Springer Gabler, Wiesbaden

  • Print ISBN: 978-3-658-01999-0

  • Online ISBN: 978-3-658-02000-2

  • eBook Packages: Business and Economics (German Language)

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