Zusammenfassung
Werbewirkungsmodelle befassen sich mit der Frage, wie und unter welchen Bedingungen Werbung ihr eigentliches Werbeziel erreicht. Werbung ist ein Reiz, der zu einer durch den Werbetreibenden erwünschten Reaktion führt, so die Annahme. Doch warum bleibt diese Reaktion oft aus? Warum, um ein gerne angeführtes Bonmot zu zitieren, ist die Hälfte der Werbung pure Verschwendung — man weiß nur nicht welche? Um hierauf eine Antwort geben zu können, ist ein tieferes Verständnis dafür erforderlich, wie Werbung eigentlich wirkt.
This is a preview of subscription content, log in via an institution to check access.
Access this chapter
Tax calculation will be finalised at checkout
Purchases are for personal use only
Preview
Unable to display preview. Download preview PDF.
Literatur
Aaker, D. A. & Stayman, D. M. (1990). A micro approach to studying feeling responses to advertising: The case of warmth. In S. J. Agres, J. A. Edell & T. M. Dubitsky (Eds.), Emotion in Advertising (pp. 53–68). New York: Quorum.
Aaker, D. A., Stayman, D. M. & Hagerty, M. R. (1986). Warmth in advertising: Measurement, impact, and sequence effects. Journal of Consumer Research, 12, 365–381.
Ajzen, I. (1991). The theory of planned behaviour. Organizational Behavior and Human Decision Processes, 50, 179–211.
Albarracín, D. (2002). Cognition in persuasion: An analysis of information processing in response to persuasive communications. In M. P. Zanna (Ed.), Advances in Experimental Social Psychology, (Vol. 34, pp. 61–130). San Diego, CA: Academic Press.
Allen, C. T. & Shimp, T. A. (1990). On using classical conditioning methods for researching the impact of ad-evoked feelings. In S. J. Agres, J. A. Edell & T. M. Dubitsky (Eds.), Emotion in advertising (pp. 19–34). New York: Quorum.
Andrews, J. C., Durvasula, S. & Akhter, S. H. (1990). A framework for conceptualizing and measuring the involvement construct in advertising research. Journal of Advertising, 19, 27–40.
Armitage, C. J. & Conner, M. (2001). Efficacy of the theory of planned behaviour: A meta-analytic review. British Journal of Social Psychology, 40, 471–499.
Bargh J. A. & Ferguson, M. J. (2000). Beyond behaviourism: On the automaticity of higher mental processes. Psychological Bulletin, 126, 925–945.
Batra, R. & Ray, M. L. (1985). How advertising works at contact. In L. F. Alwitt & A. A. Mitchell (Eds.), Psychological processes and advertising effects (pp. 13–44). Hillsdale, NJ: Erlbaum.
Brand, H. W. (1978). Die Legende von den geheimen Verführern. Weinheim: Beltz.
Brown, S. P. & Stayman, D. M. (1992). Antecedents and consequences of attitude toward the ad: A meta-analysis. Journal of Consumer Research, 19, 34–51.
Byrne, D. (1959). The effect of subliminal food stimuli on verbal responses. Journal of Applied Psychology, 7, 114–125.
Chaiken, S. (1987). The heuristic model of persuasion. In M. P. Zanna, J. M. Olson & C. P. Herman (Eds.), Social influence: The Ontario Symposium (Vol. 5, pp. 3–39). Hillsdale, NJ: Erlbaum.
Chaiken, S. & Trope, Y. (Eds.)(1999). Dual-process theories in social psychology. New York: Guilford Press.
Edell, J. A. & Burke, M. C. (1987). The power of feelings in understanding advertising effects. Journal of Consumer Research, 14, 421–433.
Engel, J. F., Blackwell, R. D. & Miniard, P. W. (1995). Consumer behavior. Chicago: Dryden.
Erb, H.-P. & Kruglanski, A. W. (2005). Persuasion — Ein oder zwei Prozesse? Zeitschrift für Sozialpsychologie, 36, 117–131.
Fishbein, M. & Middlestadt, S. (1995). Noncognitive effects on attitude formation and change: Fact or artifact? Journal of Consumer Psychology, 4, 181–202.
Fishbein, M., & Middlestadt, S. E. (1997). A striking lack of evidence for nonbelief-based attitude formation and change: A response to five commentaries. Journal of Consumer Psychology, 6, 107–115.
Gorn, G. J. (1982). The effects of music in advertising or choice: A classical conditioning approach. Journal of Marketing, 46, 94–101.
Greenwald, A. G. (1989). Why are attitudes important? In A. R. Pratkanis, J. S. Breckler & A. G. Greenwald (Eds.), Attitude structure and function (pp. 1–10). Hillsdale, NJ: Erlbaum.
Haugtvedt, C. P. & Priester, J. R. (1997). Conceptual and methodological issues in advertising effectiveness: An attitude strength perspective. In W. D. Wells (Ed.), Measuring advertising effectiveness (pp. 79–93). Mahwah, NJ: Erlbaum.
Hawkins, S. A. & Hoch, S. J. (1992). Low-involvement learning: Memory without evaluation. Journal of Consumer Research, 19, 212–225.
Janiszewski, C. & Warlop, L. (1993). The influence of classical conditioning preocedures on subsequent attention to the conditioned brand. Journal of Consumer Research, 20, 171–189.
Johnson, B. T., Maio, G. R. & Smith-McLallen, A. (2005). Communication and attitude change: Causes, processes, and effects. In D. Albarracín, B. T. Johson & M. P. Zanna (Eds.), The handbook of attitudes (pp. 617–669). Mahwah, NJ: Erlbaum.
Kellaris, J. J. & Cox, A. D. (1989). The effects of background music in advertising: A reassessment. Journal of Consumer Research, 16, 113–118.
Kempf, D. S. & Smith, R. E. (1998). Consumer processing of product trial and the influence of prior advertising: A structural modeling approach. Journal of Marketing Research, 35, 325–338.
Lavidge, R. & Steiner, G. A. (1961). A model for predictive measurements of advertising effectiveness. Journal of Marketing, 25, 59–62.
Lee, A. Y. & Labroo, A. A. (2004). The effect of conceptual and perceptual fluency on brand evaluation. Journal of Marketing Research, 41, 151–165.
Maheswaran, D. & Chaiken, S. (1991). Promoting systematic processing in low-motivation settings: Effect of incongruent information on processing and judgment. Journal of Personality and Social Psychology, 61, 13–25.
Mattenklott A. & Schimansky, A. (Hrsg.) (2002). Werbung — Strategien und Konzepte für die Zukunft. München: Vahlen.
McGuire, W. J. (1985). The nature of attitude and attitude change. In G. Lindzey & E. Aronson (Eds.), The handbook of social psychology (pp. 233–346). New York: Random House.
Meyers-Levy, J. & Malaviya, P. (1999). Consumers’ processing of persuasive advertisements: An integrative framework of persuasion theories. Journal of Marketing, 63, 45–60.
Moser, K. (1997). Sex-Appeal in der Werbung. Göttingen: Verlag für Angewandte Psychologie.
Moser, K. (2002). Markt-und Werbepsychologie. Göttingen: Hogrefe.
Olson, J. C. & Dover, P. A. (1979). Disconfirmation of consumer expectations through product trial. Journal of Applied Psychology, 64, 179–189.
Pawlow, J. P. (1927). Conditioned reflexes. London: Oxford University Press.
Perloff, R. M. (2003). The dynamics of persuasion: Communication and attitudes in the 21 st century. Mahwah, NJ: Erlbaum.
Petty, R. E. & Brock, T. C. (1981). Thought disruption and persuasion: Assessing the validity of attitude change experiments. In R. E. Petty, T. M. Ostrom & T. C. Brock (Eds.), Cognitive responses in persuasion (pp. 55–79). Hillsdale, NJ: Erlbaum.
Petty, R. E. & Cacioppo, J. T. (1986). Communication and persuasion. New York: Springer.
Ray, M. L. (1973). Marketing communication and the hierarchy-of-effects. In P. Clarke (Ed.), New models for mass communication research (Vol. 5, pp. 147–176). Beverly Hills, CA: Sage.
Rhodes, N. & Wood, W. (1992). Self-esteem and intelligence affect influenceability: The mediating role of message reception. Psychological Bulletin, 111, 156–171.
Rossiter, J. R. & Percy, L. (1997). Advertising communications & promotion management. Boston: McGraw-Hill.
Sengupta, J., Goodstein, R. C. & Boninger, D. S. (1997). All cues are not created equal: Obtaining attitude persistence under low-involvement conditions. Journal of Consumer Research, 23, 351–361.
Shapiro, S. (1999). When an ad’s influence is beyond our conscious control: Perceptual and conceptual fluency effects caused by incidental ad exposure. Journal of Consumer Research, 26, 16–36.
Shimp, T. A., Stuart, E. W. & Engle, R. W. (1991). A program of classical conditioning experiments testing variations in the conditioned stimulus and context. Journal of Consumer Research, 18, 1–12.
Smith, R. E. & Swinyard, W. R. (1982). Information response models: An integrated approach. Journal of Marketing, 46, 81–93.
Smith, R. E. & Swinyard, W. R. (1983). Attitude-behavior consistency: The impact of product trial versus advertising. Journal of Marketing Research, 20, 257–267.
Strack, F. (1992). The different routes to social judgments: Experiential versus informational strategies. In L. L. Martin & A. Tesser (Eds.), The construction of social judgments (pp. 249–276). Hillsdale, NJ: Erlbaum.
Trappey, C. (1996). A meta-analysis of consumer choice and subliminal advertising. Psychology & Marketing, 13, 517–530.
Vakratsas, D. & Ambler, T. (1999). How advertising works: What do we really know? Journal of Marketing, 63, 26–43.
Vicary, J. (1957). Subliminal svengali? Sponsor, 11, 38–42.
Wansink, B. & Ray, M.L. (1996). Advertising strategies to increase usage frequency. Journal of Marketing, 60, 31–46.
Author information
Authors and Affiliations
Editor information
Editors and Affiliations
Rights and permissions
Copyright information
© 2007 Springer Medizin Verlag Heidelberg
About this chapter
Cite this chapter
Moser, K. (2007). Werbewirkungsmodelle. In: Moser, K. (eds) Wirtschaftspsychologie. Springer-Lehrbuch. Springer, Berlin, Heidelberg. https://doi.org/10.1007/978-3-540-71637-2_2
Download citation
DOI: https://doi.org/10.1007/978-3-540-71637-2_2
Publisher Name: Springer, Berlin, Heidelberg
Print ISBN: 978-3-540-71636-5
Online ISBN: 978-3-540-71637-2
eBook Packages: Humanities, Social Science (German Language)