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, Volume 45, Issue 3, pp 128–156 | Cite as

Die Werbewirkung von Schemainkongruenz und interner Inkongruenz im Fall des Einmalkontakts

  • Heribert Gierl
  • Sandra Reich
  • Andrea Blasczyk
Beiträge Inkongruenz

Abstract

In diesem Beitrag werden die Theorie, der Stand der bisherigen Forschung und eine neue Studie zur Wirkung von inkongruenter Werbung vorgestellt. Den Ausgangspunkt dieser Analyse bildet die oft in der Werbewirkungsliteratur vertretene These, Werbung müsse einerseits kreativ und einzigartig sein. In der wissenschaftlichen Literatur wird diese Thematik unter dem Begriff Schemainkongruenz behandelt. Eine zweite These lautet, Werbung müsse andererseits in sich schlüssig und widerspruchsfrei sein. Diesen Aspekt bezeichnen wir als interne Kongruenz. Zunächst leiten wir Hypothesen ab, warum und wie schema- und intern inkongruente Werbung die Zielpersonen von Werbung in ihrer Einstellung zu dem Werbeobjekt beeinflusst. Sodann präsentieren wir den Stand der Forschung zu diesem Thema. Dabei interessiert uns nicht allein, ob diese Hypothesen bereits als belegt angesehen werden können oder Widersprüche existieren, sondern wie gegebenenfalls ein „optimales Ausmaß an Inkongruenz“ beschrieben werden könnte, was für die Praxisrelevanz dieser Thematik wichtig ist. Erst in neuerer Forschung von Lee, Lee/Mason und Ang/ Low konnten diesbezüglich Anhaltspunkte gefunden werden. In einer neuen Studie überprüfen wir, ob Werbemittel eine „optimale Inkongruenz“ besitzen.

Keywords

Werbung Inkongruenz Persuasionswirkung Schematheorie Kategorisierungstheorien 

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Copyright information

© Springer 2006

Authors and Affiliations

  • Heribert Gierl
    • 1
  • Sandra Reich
    • 1
  • Andrea Blasczyk
    • 1
  1. 1.Universität AugsburgAugsburg

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