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Psychologische Modelle der Werbewirkung

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Handbuch Werbeforschung

Abstract

Dieser Beitrag gibt einen systematischen Überblick über die psychologischen Modelle der Werbewirkung. Hierzu werden zuerst die zentralen psychologischen Konzepte Kognition, Affekt und Konation sowie die Konzepte Einstellung, Involvement und Aufmerksamkeit und die daraus für die Werbewirkungsforschung abgeleiteten Konstrukte wie die Einstellung zur Marke und die Einstellung zur Werbung kurz skizziert. In einem zweiten Teil werden die wichtigsten Werbewirkungsmodelle umrissen und diskutiert. Die in diesem Beitrag vorgestellenten Werbewirkungsmodelle werden dabei überblicksartig in psychologische Lernprozesse, Hierarchische Stufenmodelle, Hierarchische Mehrprozessmodelle, Nicht-hierarchische Mehrpozessmodelle sowie in Einstellungs-Verhaltens-Modelle und in Mediationsmodelle zur Werbewirkung untergliedert. Der Beitrag schliesst mit einem Ausblick und mit Bewertungen einzelner Modelle.

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    Andreas Philippe Hüsser lic.phil.

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    Gabriele Siegert

  2. IPMZ, Univeristät Zürich, Zürich, Switzerland

    Werner Wirth

  3. Fachgebiet Kommunikationswiss., Universität Hohenheim, Stuttgart, Switzerland

    Patrick Weber

  4. Inst. f. Publizistik u. Medienforschung, Universität Zürich, Zürich, Switzerland

    Juliane A. Lischka

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Hüsser, A. (2016). Psychologische Modelle der Werbewirkung. 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_12

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