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Home > Business and Economics > Business and Management > Sales and marketing > Abwechslungsbedürfnis und Werbewirkung: Theoretische Überlegungen und experimentelle Prüfung
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Abwechslungsbedürfnis und Werbewirkung: Theoretische Überlegungen und experimentelle Prüfung

Abwechslungsbedürfnis und Werbewirkung: Theoretische Überlegungen und experimentelle Prüfung


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About the Book

Christian Dechêne untersucht, wie sich das Abwechslungsbedürfnis von Konsumenten auf ihre Reaktion auf unterschiedlich gestaltete Werbemittel auswirkt. Anhand eines in der Aachener Innenstadt mit 650 Probanden durchgeführten Experiments zeigt er, dass das Abwechslungsbedürfnis die zugrunde gelegten Wirkungskriterien durchweg - wenn auch unterschiedlich stark - beeinflusst, und dass es teilweise einen unabhängigen Effekt ausübt, in einigen Fällen aber auch eine die Werbeimpulse moderierende Rolle spielt.

Table of Contents:
Theoretische Grundlagen zur Stimulationssuche von Individuen.- Exploratives Konsumentenverhalten.- Erklärungsbeitrag des Explorationsstrebens zur Wirkung von Werbung.- Empirisches Werbeexperiment.- Ergebnisse des Werbeexperiments.- Abschlussbetrachtung.

About the Author :
Dr. Christian Frédéric Dechêne promovierte bei Prof. Dr. Hartwig Steffenhagen am Lehrstuhl für Unternehmenspolitik und Marketing der RWTH Aachen. Er ist als Unternehmensberater in Köln tätig.

Review :
"Das Werk folgt einem schlüssigen konzeptionellen Aufbau und leitet den Leser an einem klaren roten Faden ausgehend von der Problemstellung über den aktuellen Forschungsstand bis hin zur kritischen Diskussion der Forschungsergebnisse. Dechene liefert damit einen wichtigen Beitrag für weitere empirische Untersuchungen in diesem Bereich der Werbeforschung, die auf den genauene Ausführungen bzgl. des Untersuchungsdesigns und der Operationalisierung der Modellvariablen, wie auch einer genauen Erklärung und Interpretation der Ergebnisse aufbauen kann." transfer - Werbeforschung & Praxis, 01/2008


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Product Details
  • ISBN-13: 9783835005938
  • Publisher: Deutscher Universitatsverlag
  • Publisher Imprint: Deutscher Universitatsverlag
  • Height: 210 mm
  • No of Pages: 261
  • Sub Title: Theoretische Überlegungen und experimentelle Prüfung
  • ISBN-10: 3835005936
  • Publisher Date: 24 Nov 2006
  • Binding: Paperback
  • Language: German
  • Returnable: Y
  • Width: 148 mm


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