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Apparative Messungen in der Werbewirkungsforschung

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Abstract

Apparative Messungen sind für die Werbewirkungsforschung in hohem Maße attraktiv, denn sie erlauben die Überwindung der Schwierigkeiten selfreport-basierter Erhebungsverfahren. Apparative Verfahren umfassen Messungen der Aktivität des zentralen, des somatischen und des autonomen Nervensystems. Diese Messungen sind geeignet, sowohl bewusst gesteuerte als auch unbewusste Prozesse zu erfassen. Des Weiteren erlauben apparative Methoden eine zeitsensitive Erfassung dieser Prozesse, also die Indizierung von Wirkungsprozessen im Zeitverlauf. Allerdings sind apparative Verfahren auch mit Nachteilen behaftet. So setzt deren Einsatz mitunter ein erheblich größeres Fachwissen voraus, um die Daten erheben, auswerten und interpretieren zu können. Außerdem sind sie in vielen Fällen mit deutlich höherem (forschungs-) ökonomischem Aufwand verbunden. Hinzu kommt eine gewisse Ambiguität des Indikatorpotentials der erhobenen Maße, die einen explorativen Einsatz apparativer Verfahren kaum legitimiert. Der vorliegende Beitrag gibt einen Überblick über verschiedene in der Werbewirkungsforschung eingesetze apparative Messverfahren, zeigt deren Indikatorpotential auf und diskutiert deren Anwendung in der Werbewirkungsforschung. Das Kapitel schließt mit Reliabilitäts-, Validitäts- und Anwendbarkeitsüberlegungen.

Stichworte

  • Arousal,
  • Aufmerksamkeit,
  • Elektroenzephalogramm (EEG),
  • Elektrodermale Aktivität (EDA),
  • Elektrokardiogramm (EKG),
  • Elektromyographie (EMG),
  • Emotion,
  • Eye-Tracking (ET),
  • Kardiovaskulare Aktivität,
  • Motivation

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Hofer, M., Fahr, A. (2016). Apparative Messungen in der Werbewirkungsforschung. In: Siegert, G., Wirth, W., Weber, P., Lischka, J. (eds) Handbuch Werbeforschung. Springer VS, Wiesbaden. https://doi.org/10.1007/978-3-531-18916-1_25

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  • DOI: https://doi.org/10.1007/978-3-531-18916-1_25

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