Abstract
Attitudes are a central mental construct in psychology. They are based on various beliefs and knowledge that are organized in hierarchical and non-hierarchical structures in human memory, e.g. in the form of taxonomies that are particularly important for content marketing or as associations. All theses constructs are important basics regarding the advertising effect of content marketing.
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Notes
- 1.
This is a great danger to the effectiveness of content marketing: If content marketing is designed incorrectly or too much like advertising, or infected with advertising elements, this leads to a fundamentally more skeptical attitude towards this content marketing channel. In turn, this leads to the fact that other—quite good, non-advertising, editorial—content of this sender is initially assessed more critically, i.e. the actually intended creation of certain, advantageous for the company, beliefs is limited by content marketing. This explains why already some badly designed or too much advertising-infected content marketing posts can reduce the advertising effect of the entire content marketing activities. This should be avoided in practice in the interest of efficient content marketing.
- 2.
For a more precise distinction between beliefs and knowledge see, for example, (Abelson 1979) as well as (Griffin and Ohlsson 2001).
- 3.
Although these processes are normally not conscious, this happens when the marketing communication is so unclear that it is not immediately clear whether a certain statement refers to a single object or to the entire cognitive concept (for which this single object is only used representatively). For example, in some tourism advertising, one wonders whether a certain statement only applies to a certain beach or to all beaches of a certain country. Such ambiguous communication due to unclear assignment to a mental concept can then impair the effectiveness of communication.
- 4.
The term taxonomy is derived from the ancient Greek τάξις (táxis) for order and νόμος (nómos) for law.
- 5.
In the end, the hierarchical taxonomies discussed in the last section are just a special type of association.
- 6.
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© 2023 The Author(s), under exclusive license to Springer Fachmedien Wiesbaden GmbH, part of Springer Nature
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Hörner, T. (2023). Attitudes, Knowledge & Taxonomies as Basic Constructs. In: Advertising Impact and Controlling in Content Marketing. Springer, Wiesbaden. https://doi.org/10.1007/978-3-658-40551-9_3
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DOI: https://doi.org/10.1007/978-3-658-40551-9_3
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