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Neurokommunikation

Werbewirkung im Zeitalter von Social Media und neuer Erkenntnisse der Hirnforschung
Authors:
Series:
Angewandte Medienforschung, Volume 46
Publisher:
 2018

Summary

Neuromarketing, neuroeconomics, neurobranding—the findings of brain research seem to be revolutionising our idea of brand communication. However, on closer inspection searching for a button in the brain on a multicoloured PET scan which companies can press to induce customers to purchase their products appears to be as futile as believing in a limbic system, through which people can allegedly be manipulated.

The updated and expanded second edition of this book collates the most recent studies by brain researchers from eminent international journals, taking up-to-date scientific findings that are relevant to the field of communication into account. The CASE2 model for the effects of advertising relates the somewhat surprising new paradigms to more established models, while above all considering the distinction neuroscience makes between implicit and explicit modes of action.

The author of this book has been working in advertising for over 25 years, and his advertising agency, ‘For Sale’, devised the advertising campaign deployed by Media Markt, a German chain of stores that sells consumer electronic goods. He studied cognitive neuroscience at Columbia University in New York and advertising psychology at the LMU in Munich, where he did his doctorate in communication studies.

Bibliographic data

Edition
2/2018
Copyright year
2018
ISBN-Print
978-3-8487-4492-3
ISBN-Online
978-3-8452-8703-4
Publisher
Nomos, Baden-Baden
Series
Angewandte Medienforschung
Volume
46
Language
German
Pages
262
Product type
Book Titles

Table of contents

ChapterPages
  1. Titelei/Inhaltsverzeichnis No access 1 - 6
  2. 1. Einführung No access 7 - 10
    1. 2.1 Modelle zu Ursache und Wirkung No access
    2. 2.2 Modelle zu Stufen und Hierarchien No access
    3. 2.3 Modelle zu Bedeutung und Widmung No access
    4. 2.4 Modelle zu Gestaltung und Inhalt No access
    1. 3.1 Geist und Neuronen No access
      1. 3.2.1 Wie wir wahrnehmen – auch implizit No access
      2. 3.2.2 Was wir explizit beachten No access
      1. 3.3.1 Wir machen uns bewusst No access
      2. 3.3.2 Wir erinnern nur explizit No access
      3. 3.3.3 Wir speichern auch implizit No access
    4. 3.4 Fühlen und Denken No access
    5. 3.5 Bewerten und Entscheiden No access
    1. 4.1 Eine erste Einordnung No access
    2. 4.2 Ein vorläufiges Fazit No access
    3. 4.3 Ein kurzer Exkurs No access
    1. 5.1 Rahmen No access
    2. 5.2 Übersicht No access
    3. 5.3 Explizite und implizite Ebene No access
      1. 5.4.1 C – Stimuli No access
      2. 5.4.2 A – Aufmerksamkeit/Attention No access
      3. 5.4.3 S – Speicherung/Storage No access
      4. 5.4.4 E – Reaktion No access
      1. 5.5.1 Implizit markieren No access
      2. 5.5.2 Explizit verkaufen No access
      3. 5.5.3 Integriert differenzieren No access
    1. 6.1 CASE2, die Werbewirkung und ihre Modelle No access
    2. 6.2 CASE2, der freie Wille und seine Manipulation No access
  8. 7. Zusammenfassung No access 240 - 242
  9. 8. Literatur No access 243 - 262

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