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Marina Isabel Wieluch entwickelt auf Basis der Construal Level Theory einen Erklärungsansatz zur Wirkung verschiedener Formen von Botschaften im Sozialmarketing. Anekdotische Botschaften stellen typischerweise ein Einzelschicksal dar, statistische Botschaften dagegen Fakten. Als Bedingungen der Überzeugungswirkung werden dabei die psychologische Distanz, die Wirkung einer positiven oder negativen Formulierung sowie der Optimismus von Zielpersonen berücksichtigt. Der entwickelte Erklärungsansatz hilft Praktikern in Abhängigkeit des Botschaftskontexts und spezifischer Botschaftsinhalte, den jeweils effektiveren Botschaftstyp auszuwählen.

Boekdetails

Formaat
Paperback / softback
Uitgever
Springer Fachmedien Wiesbaden
Imprint
Springer Gabler
Auteur
Marina Isabel Wieluch, Springer Gabler, Springer Fachmedien Wiesbaden
ISBN-13
9783658292058
Verschijningsdatum
2020-01-29
Pagina's
304
Taal
German
Editie
1. Aufl. 2020 ed.
Afmetingen
148 mm × 210 mm
Land van herkomst
NL

Paperback / softback

Die persuasive Wirkung von anekdotischen und statistischen Botschaften im Sozialmarketing: Psychologische Distanz, Message Framing und komparativer Optimismus

door Marina Isabel Wieluch

€ 125,21
Op voorraad18-21 werkdagen
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