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Emotionale Werbung

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Wirtschaftspsychologie

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Zusammenfassung

Emotionale Werbung versucht, bei den Konsumenten Gefühle zu erzeugen und auf die beworbenen Marken zu übertragen. Das Kapitel behandelt, um welche Gefühle es dabei geht und wie sie gemessen werden können. Anschließend werden vier Modelle dargestellt, die versuchen, die Übertragung von Gefühlen zu erklären, und mithilfe von Forschungsstudien bewertet. Weiter werden die spezifischen Gefühle Humor, Furcht und Erotik behandelt. Gezeigt wird, wie Humor auf Einstellungen zur Werbung und Marke wirkt, ob Furchtappelle wirksam sind und wie „Sex sells“ in wissenschaftlichen Studien abschneidet.

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  1. Psychologisches Institut, Johannes Gutenberg-Universität, Wallstraße 3, 55122, Mainz, Deutschland

    Axel Mattenklott Prof. Dr. em.

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  1. Axel Mattenklott Prof. Dr. em.
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  1. Lehrstuhl für Psychologie, insbes. Wirtschafts- und Sozialpsychologie, Friedrich-Alexander-Universität Erlangen-Nürnberg, Nürnberg, Germany

    Klaus Moser

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Mattenklott, A. (2015). Emotionale Werbung. In: Moser, K. (eds) Wirtschaftspsychologie. Springer-Lehrbuch. Springer, Berlin, Heidelberg. https://doi.org/10.1007/978-3-662-43576-2_6

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