Skip to main content
main-content

Tipp

Weitere Kapitel dieses Buchs durch Wischen aufrufen

2018 | OriginalPaper | Buchkapitel

Anticipating the Effects of Communication: A Neuroeconomic Framework for Marketing Purposes

verfasst von: Steffen Schmidt, Klaus-Peter Wiedmann, Philipp Reiter, Christina Kurlbaum

Erschienen in: Handbuch Techniken der Kommunikation

Verlag: Springer Fachmedien Wiesbaden

share
TEILEN

Abstract

High expectations in neuroeconomics raised the hope of marketers that their (daily business) problems could be solved easily. In fact, neuroeconomics has provided considerable insights for marketing science and business practice concerning consumer decision making over the last two decades. However, tapping into customer’s black box of unconscious and automatic processes, so-called implicit processes, does not require the mandatory usage of advanced neuroimaging techniques, such as fMRI. In order to obtain a specific brand positioning in customer’s head, brand communication is an effective means for the marketing of ideas to gain a promoted cortical representation probability and, consequently, an enhanced perceptual and behavioral impact. The marketing of ideas itself is closely related to the concept of brand associations. Those types of associations can be assessed by implicit association measures from psychology (e.g., Implicit Association Test) comparatively accurately but are less properly measured with neuroimaging due to physiological and scientific fallibility. Against this background, the current work introduces a practical neuroscience-related brand communication framework incorporating explicit and implicit brand-related associations to provide guidance for serious marketing-related communication purposes. Moreover, the performance of the introduced conceptual model is tested. In detail, the presented case study demonstrated sufficient performance to detect associative branding change via a (short) communication contact. Specifically, the combined application of implicit, concretely an advanced latency-based tool, and explicit measures, concretely a conventional self-report, provides an integrated assessment of brand-related marketing efforts in general and brand communication activities in particular.
Literatur
Zurück zum Zitat Aaker, J. L. (2000). Accessibility or diagnosticity? Disentangling the influence of culture on persuasion processes and attitudes. Journal of Consumer Research, 26(4), 340–357. CrossRef Aaker, J. L. (2000). Accessibility or diagnosticity? Disentangling the influence of culture on persuasion processes and attitudes. Journal of Consumer Research, 26(4), 340–357. CrossRef
Zurück zum Zitat Aaker, D. A., Bagozzi, R. P., Carman, J. M., & MacLachlan, J. M. (1980). On using response latency to measure preference. Journal of Marketing Research, 17(2), 237–244. CrossRef Aaker, D. A., Bagozzi, R. P., Carman, J. M., & MacLachlan, J. M. (1980). On using response latency to measure preference. Journal of Marketing Research, 17(2), 237–244. CrossRef
Zurück zum Zitat Aguirre, G. K. (2014). Functional neuroimaging: Technical, logical, and social perspectives. Hastings Center Report, 44(2), 8–18. CrossRef Aguirre, G. K. (2014). Functional neuroimaging: Technical, logical, and social perspectives. Hastings Center Report, 44(2), 8–18. CrossRef
Zurück zum Zitat Ariely, D., & Berns, G. S. (2010). Neuromarketing: The hope and hype of neuroimaging in business. Nature Reviews Neuroscience, 11(4), 284–292. CrossRef Ariely, D., & Berns, G. S. (2010). Neuromarketing: The hope and hype of neuroimaging in business. Nature Reviews Neuroscience, 11(4), 284–292. CrossRef
Zurück zum Zitat Baars, B. J., Ramsøy, T. Z., & Laureys, S. (2003). Brain, conscious experience and the observing self. Trends in Neurosciences, 26(12), 671–675. CrossRef Baars, B. J., Ramsøy, T. Z., & Laureys, S. (2003). Brain, conscious experience and the observing self. Trends in Neurosciences, 26(12), 671–675. CrossRef
Zurück zum Zitat Barrouillet, P., Portrat, S., & Camos, V. (2011). On the law relating processing to storage in working memory. Psychological Review, 118(2), 175–192. CrossRef Barrouillet, P., Portrat, S., & Camos, V. (2011). On the law relating processing to storage in working memory. Psychological Review, 118(2), 175–192. CrossRef
Zurück zum Zitat Bartlett, M. S., Movellan, J. R., Littlewort, G. C., Braathen, B., Frank, M. G., & Sejnowski, T. J. (2005). Toward automatic recognition of spontaneous facial actions. In P. Ekman & E. L. Rosenberg (eds.), What the face reveals: Basic and applied studies of spontaneous expression using the Facial Action Coding System (FACS) (2nd edition, pp. 393–412). New York: Oxford University Press. CrossRef Bartlett, M. S., Movellan, J. R., Littlewort, G. C., Braathen, B., Frank, M. G., & Sejnowski, T. J. (2005). Toward automatic recognition of spontaneous facial actions. In P. Ekman & E. L. Rosenberg (eds.), What the face reveals: Basic and applied studies of spontaneous expression using the Facial Action Coding System (FACS) (2nd edition, pp. 393–412). New York: Oxford University Press. CrossRef
Zurück zum Zitat Bednarik, R., & Tukiainen, M. (2007). Validating the Restricted Focus Viewer: A study using eye-movement tracking. Behavior Research Methods, 39(2), 274–282. CrossRef Bednarik, R., & Tukiainen, M. (2007). Validating the Restricted Focus Viewer: A study using eye-movement tracking. Behavior Research Methods, 39(2), 274–282. CrossRef
Zurück zum Zitat Bennett, C. M., Baird, A. A., Miller, M. B., & Wolford, G. L. (2010). Neural correlates of interspecies perspective taking in the post-mortem Atlantic Salmon: An argument for multiple comparisons correction. Journal of Serendipitous and Unexpected Results, 1(1), 1–5. Bennett, C. M., Baird, A. A., Miller, M. B., & Wolford, G. L. (2010). Neural correlates of interspecies perspective taking in the post-mortem Atlantic Salmon: An argument for multiple comparisons correction. Journal of Serendipitous and Unexpected Results, 1(1), 1–5.
Zurück zum Zitat Bernacer, J., & Murillo, J. I. (2014). The Aristotelian conception of habit and its contribution to human neuroscience. Frontiers in Human Neuroscience, 8, 1–10. CrossRef Bernacer, J., & Murillo, J. I. (2014). The Aristotelian conception of habit and its contribution to human neuroscience. Frontiers in Human Neuroscience, 8, 1–10. CrossRef
Zurück zum Zitat Bischof, N. (1975). A systems approach toward the functional connections of attachment and fear. Child Development, 46(4), 801–817. CrossRef Bischof, N. (1975). A systems approach toward the functional connections of attachment and fear. Child Development, 46(4), 801–817. CrossRef
Zurück zum Zitat Bischof, N. (1985). Das Rätsel Ödipus: Die biologischen Wurzeln des Urkonfliktes von Intimität und Autonomie. München: Piper. Bischof, N. (1985). Das Rätsel Ödipus: Die biologischen Wurzeln des Urkonfliktes von Intimität und Autonomie. München: Piper.
Zurück zum Zitat Bischof, N. (1990). Phase transitions in psychoemotional development. In H. Haken & M. Stadler (eds.), Synergetics of cognition, proceedings of the international symposium at Schloss Elmau, Bavaria, June 4–8 (pp. 361–378). Berlin: Springer. Bischof, N. (1990). Phase transitions in psychoemotional development. In H. Haken & M. Stadler (eds.), Synergetics of cognition, proceedings of the international symposium at Schloss Elmau, Bavaria, June 4–8 (pp. 361–378). Berlin: Springer.
Zurück zum Zitat Bohner, G., & Dickel, N. (2011). Attitudes and attitude change. Annual Review of Psychology, 62(1), 391–417. CrossRef Bohner, G., & Dickel, N. (2011). Attitudes and attitude change. Annual Review of Psychology, 62(1), 391–417. CrossRef
Zurück zum Zitat Bosson, J. K., Swann, W. B., & Pennebacker, J. W. (2000). Stalking the perfect measure of implicit self-esteem: The blind men and the elephant revisited? Journal of Personality and Social Psychology, 79(4), 631–643. CrossRef Bosson, J. K., Swann, W. B., & Pennebacker, J. W. (2000). Stalking the perfect measure of implicit self-esteem: The blind men and the elephant revisited? Journal of Personality and Social Psychology, 79(4), 631–643. CrossRef
Zurück zum Zitat Bourgine, P. (2004). What is cognitive economics? In O. Bourgine & J.-P. Nadal (eds.), Cognitive economics: An interdisciplinary approach (pp. 1–12). Berlin: Springer. CrossRef Bourgine, P. (2004). What is cognitive economics? In O. Bourgine & J.-P. Nadal (eds.), Cognitive economics: An interdisciplinary approach (pp. 1–12). Berlin: Springer. CrossRef
Zurück zum Zitat Cacioppo, J. T., & Petty, R. E. (1984). The elaboration likelihood model of persuasion. In T. C. Kinnear (eds.), Advances in consumer research (Vol. 11 pp. 673–675). Provo: Association for Consumer Research. Cacioppo, J. T., & Petty, R. E. (1984). The elaboration likelihood model of persuasion. In T. C. Kinnear (eds.), Advances in consumer research (Vol. 11 pp. 673–675). Provo: Association for Consumer Research.
Zurück zum Zitat Cacioppo, J. T., Gardner, W. L., & Berntson, G. G. (1997). Beyond bipolar conceptualizations and measures: The case of attitudes and evaluative space. Personality and Social Psychology Review, 1(1), 3–25. CrossRef Cacioppo, J. T., Gardner, W. L., & Berntson, G. G. (1997). Beyond bipolar conceptualizations and measures: The case of attitudes and evaluative space. Personality and Social Psychology Review, 1(1), 3–25. CrossRef
Zurück zum Zitat Chaiken, S. (1980). Heuristic versus systematic information processing and the use of source versus message cues in persuasion. Journal of Personality and Social Psychology, 39(5), 752–766. CrossRef Chaiken, S. (1980). Heuristic versus systematic information processing and the use of source versus message cues in persuasion. Journal of Personality and Social Psychology, 39(5), 752–766. CrossRef
Zurück zum Zitat Choudhury, S., & Slaby, J. (2012). Introduction: Critical neuroscience – between lifeworld and laboratory. In S. Choudhury & J. Slaby (eds.), Critical neuroscience: A handbook of the social and cultural contexts of neuroscience (pp. 1–26). Chichester: Wiley-Blackwell. CrossRef Choudhury, S., & Slaby, J. (2012). Introduction: Critical neuroscience – between lifeworld and laboratory. In S. Choudhury & J. Slaby (eds.), Critical neuroscience: A handbook of the social and cultural contexts of neuroscience (pp. 1–26). Chichester: Wiley-Blackwell. CrossRef
Zurück zum Zitat Damasio, A. R. (1994). Descartes’ error: Emotion, reason, and the human brain. New York: Avon Books. Damasio, A. R. (1994). Descartes’ error: Emotion, reason, and the human brain. New York: Avon Books.
Zurück zum Zitat De Houwer, J. (2006). What are implicit measures and why are we using them? In R. W. Wiers & A. W. Stacy (eds.), Handbook of implicit cognition and addiction (pp. 11–28). Thousand Oaks: Sage. De Houwer, J. (2006). What are implicit measures and why are we using them? In R. W. Wiers & A. W. Stacy (eds.), Handbook of implicit cognition and addiction (pp. 11–28). Thousand Oaks: Sage.
Zurück zum Zitat Deppe, M., Schwindt, W., Kugel, H., Plassmann, H., & Kenning, P. (2005a). Nonlinear responses within the medial prefrontal cortex reveal when specific implicit information influences economic decision making. Journal of Neuroimaging, 15(2), 171–182. CrossRef Deppe, M., Schwindt, W., Kugel, H., Plassmann, H., & Kenning, P. (2005a). Nonlinear responses within the medial prefrontal cortex reveal when specific implicit information influences economic decision making. Journal of Neuroimaging, 15(2), 171–182. CrossRef
Zurück zum Zitat Deppe, M., Schwindt, W., Krämer, J., Kugel, H., Plassmann, H., Kenning, P., & Ringelstein, E. B. (2005b). Evidence for a neural correlate of a framing effect: Bias-specific activity in the ventromedial prefrontal cortex during credibility judgments. Brain Research Bulletin, 67(5), 413–421. CrossRef Deppe, M., Schwindt, W., Krämer, J., Kugel, H., Plassmann, H., Kenning, P., & Ringelstein, E. B. (2005b). Evidence for a neural correlate of a framing effect: Bias-specific activity in the ventromedial prefrontal cortex during credibility judgments. Brain Research Bulletin, 67(5), 413–421. CrossRef
Zurück zum Zitat Dijksterhuis, A. (2004). Think different: The merits of unconscious thought in preference development and decision making. Journal of Personality and Social Psychology, 87(5), 586–598. CrossRef Dijksterhuis, A. (2004). Think different: The merits of unconscious thought in preference development and decision making. Journal of Personality and Social Psychology, 87(5), 586–598. CrossRef
Zurück zum Zitat Evans, J. S. B. T. (1984). Heuristic and analytic processes in reasoning. British Journal of Psychology, 75(4), 451–468. CrossRef Evans, J. S. B. T. (1984). Heuristic and analytic processes in reasoning. British Journal of Psychology, 75(4), 451–468. CrossRef
Zurück zum Zitat Evans, J. S. B. T. (2008). Dual-processing accounts of reasoning, judgment, and social cognition. Annual Review of Psychology, 59, 255–278. CrossRef Evans, J. S. B. T. (2008). Dual-processing accounts of reasoning, judgment, and social cognition. Annual Review of Psychology, 59, 255–278. CrossRef
Zurück zum Zitat Fazio, R. H. (1990). Multiple processes by which attitudes guide behavior: The MODE model as an integrative framework. In M. P. Zanna (eds.), Experimental social psychology (Vol. 23 pp. 75–109). San Diego: Academic Press. Fazio, R. H. (1990). Multiple processes by which attitudes guide behavior: The MODE model as an integrative framework. In M. P. Zanna (eds.), Experimental social psychology (Vol. 23 pp. 75–109). San Diego: Academic Press.
Zurück zum Zitat Fazio, R. H. (2007). Attitudes as object-evaluation associations of varying strength. Social Cognition, 25(5), 603–637. CrossRef Fazio, R. H. (2007). Attitudes as object-evaluation associations of varying strength. Social Cognition, 25(5), 603–637. CrossRef
Zurück zum Zitat Fitzsimons, G. M., Chartrand, T. L., & Fitzsimons, G. J. (2008). Automatic effects of brand exposure on motivated behavior: How apple makes you “think different”. Journal of Consumer Research, 35(1), 21–35. CrossRef Fitzsimons, G. M., Chartrand, T. L., & Fitzsimons, G. J. (2008). Automatic effects of brand exposure on motivated behavior: How apple makes you “think different”. Journal of Consumer Research, 35(1), 21–35. CrossRef
Zurück zum Zitat Florack, A., Friese, M., & Scarabis, M. (2010). Regulatory focus and reliance on implicit preferences in consumption contexts. Journal of Consumer Psychology, 20(2), 193–204. CrossRef Florack, A., Friese, M., & Scarabis, M. (2010). Regulatory focus and reliance on implicit preferences in consumption contexts. Journal of Consumer Psychology, 20(2), 193–204. CrossRef
Zurück zum Zitat Frégnac, Y., & Laurent, G. (2014). Where is the brain in the Human Brain Project? Nature, 513, 27–29. CrossRef Frégnac, Y., & Laurent, G. (2014). Where is the brain in the Human Brain Project? Nature, 513, 27–29. CrossRef
Zurück zum Zitat Graham, S., & Weiner, B. (1996). Theories and principles of motivation. In D. C. Berliner & R. C. Calfee (eds.), Handbook of educational psychology (pp. 63–84). New York: Simon & Schuster Macmillan. Graham, S., & Weiner, B. (1996). Theories and principles of motivation. In D. C. Berliner & R. C. Calfee (eds.), Handbook of educational psychology (pp. 63–84). New York: Simon & Schuster Macmillan.
Zurück zum Zitat Greenwald, A. G., McGhee, D. E., & Schwartz, J. L. K. (1998). Measuring individual differences in implicit cognition: The implicit association test. Journal of Personality and Social Psychology, 74(6), 1464–1480. CrossRef Greenwald, A. G., McGhee, D. E., & Schwartz, J. L. K. (1998). Measuring individual differences in implicit cognition: The implicit association test. Journal of Personality and Social Psychology, 74(6), 1464–1480. CrossRef
Zurück zum Zitat Greenwald, A. G., Rudman, L. A., Nosek, B. A., Banaji, M. R., Farnham, S. D., & Mellott, D. S. (2002). A unified theory of implicit attitudes, stereotypes, self-esteem, and self-concept. Psychological Review, 109(1), 3–25. CrossRef Greenwald, A. G., Rudman, L. A., Nosek, B. A., Banaji, M. R., Farnham, S. D., & Mellott, D. S. (2002). A unified theory of implicit attitudes, stereotypes, self-esteem, and self-concept. Psychological Review, 109(1), 3–25. CrossRef
Zurück zum Zitat Gubler, H., & Bischof, N. (1991). A systems theory perspective. In M. E. Lamb & H. Keller (eds.), Infant development: Perspectives from German-speaking countries (pp. 35–66). Hillsdale: Erlbaum. Gubler, H., & Bischof, N. (1991). A systems theory perspective. In M. E. Lamb & H. Keller (eds.), Infant development: Perspectives from German-speaking countries (pp. 35–66). Hillsdale: Erlbaum.
Zurück zum Zitat Gutnik, L. A., Hakimzada, A. F., Yoskowitz, N. A., & Patel, V. L. (2006). The role of emotion in decision-making: A cognitive neuroeconomic approach towards understanding sexual risk behaviour. Journal of Biomedical Informatics, 39(6), 720–736. CrossRef Gutnik, L. A., Hakimzada, A. F., Yoskowitz, N. A., & Patel, V. L. (2006). The role of emotion in decision-making: A cognitive neuroeconomic approach towards understanding sexual risk behaviour. Journal of Biomedical Informatics, 39(6), 720–736. CrossRef
Zurück zum Zitat Higgins, E. T. (1997). Beyond pleasure and pain. American Psychologist, 52(12), 1280–1300. CrossRef Higgins, E. T. (1997). Beyond pleasure and pain. American Psychologist, 52(12), 1280–1300. CrossRef
Zurück zum Zitat Hubert, M., & Kenning, P. (2008). A current overview of consumer neuroscience. Journal of Consumer Behaviour, 7(4–5), 272–292. CrossRef Hubert, M., & Kenning, P. (2008). A current overview of consumer neuroscience. Journal of Consumer Behaviour, 7(4–5), 272–292. CrossRef
Zurück zum Zitat Jansen, A. R., Blackwell, A. F., & Marriott, K. (2003). A tool for tracking visual attention: The Restricted Focus Viewer. Behavior Research Methods, Instruments, & Computers, 35(1), 57–69. CrossRef Jansen, A. R., Blackwell, A. F., & Marriott, K. (2003). A tool for tracking visual attention: The Restricted Focus Viewer. Behavior Research Methods, Instruments, & Computers, 35(1), 57–69. CrossRef
Zurück zum Zitat Kable, J. W. (2011). The cognitive neuroscience toolkit for the neuroeconomist: A functional overview. Journal of Neuroscience, Psychology, and Economics, 4(2), 63–84. CrossRef Kable, J. W. (2011). The cognitive neuroscience toolkit for the neuroeconomist: A functional overview. Journal of Neuroscience, Psychology, and Economics, 4(2), 63–84. CrossRef
Zurück zum Zitat Kahneman, D. (2003). A perspective on judgement and choice – Mapping bounded rationality. American Psychologist, 58(9), 697–720. CrossRef Kahneman, D. (2003). A perspective on judgement and choice – Mapping bounded rationality. American Psychologist, 58(9), 697–720. CrossRef
Zurück zum Zitat Kahneman, D. (2011). Thinking, fast and slow. New York: Macmillan. Kahneman, D. (2011). Thinking, fast and slow. New York: Macmillan.
Zurück zum Zitat Karpinski, A., & Hilton, J. L. (2001). Attitudes and the implicit association test. Journal of Personality and Social Psychology, 81(5), 774–788. CrossRef Karpinski, A., & Hilton, J. L. (2001). Attitudes and the implicit association test. Journal of Personality and Social Psychology, 81(5), 774–788. CrossRef
Zurück zum Zitat Karpinski, A., & Steinman, R. B. (2006). The single category implicit association test as a measure of implicit social cognition. Journal of Personality and Social Psychology, 91(1), 16–32. CrossRef Karpinski, A., & Steinman, R. B. (2006). The single category implicit association test as a measure of implicit social cognition. Journal of Personality and Social Psychology, 91(1), 16–32. CrossRef
Zurück zum Zitat Keller, K. L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. Journal of Marketing, 57(1), 1–22. CrossRef Keller, K. L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. Journal of Marketing, 57(1), 1–22. CrossRef
Zurück zum Zitat Keller, K. L. (1996). Brand Equity and Integrated Communication. In. E. Thorson & J. Moore (eds.), Integrated Communication: Synergy of Persuavise Voices (pp. 103–132). Mahwah, NJ: Lawrence Erlbaum Associates. Keller, K. L. (1996). Brand Equity and Integrated Communication. In. E. Thorson & J. Moore (eds.), Integrated Communication: Synergy of Persuavise Voices (pp. 103–132). Mahwah, NJ: Lawrence Erlbaum Associates.
Zurück zum Zitat Keller, K. L. (2003). Brand synthesis: The multidimensionality of brand knowledge. Journal of Consumer Research, 29(4), 595–600. CrossRef Keller, K. L. (2003). Brand synthesis: The multidimensionality of brand knowledge. Journal of Consumer Research, 29(4), 595–600. CrossRef
Zurück zum Zitat Keller, K. L., & Lehmann, D. R. (2006). Brands and branding: Research findings and future priorities. Marketing Science, 25(6), 740–759. CrossRef Keller, K. L., & Lehmann, D. R. (2006). Brands and branding: Research findings and future priorities. Marketing Science, 25(6), 740–759. CrossRef
Zurück zum Zitat Kenning, P., & Linzmajer, M. (2011). Consumer neuroscience – An overview of an emerging discipline with implications for consumer policy. Journal of Consumer Protection and Food Safety, 6(1), 111–125. CrossRef Kenning, P., & Linzmajer, M. (2011). Consumer neuroscience – An overview of an emerging discipline with implications for consumer policy. Journal of Consumer Protection and Food Safety, 6(1), 111–125. CrossRef
Zurück zum Zitat Knutson, B., Rick, S., Wimmer, G. E., Prelec, D., & Loewenstein, G. (2007). Neural predictors of purchases. Neuron, 53(1), 147–156. CrossRef Knutson, B., Rick, S., Wimmer, G. E., Prelec, D., & Loewenstein, G. (2007). Neural predictors of purchases. Neuron, 53(1), 147–156. CrossRef
Zurück zum Zitat Lindstrom, M. (2008). Buyology: Truth and lies about why we buy. New York: Random House. Lindstrom, M. (2008). Buyology: Truth and lies about why we buy. New York: Random House.
Zurück zum Zitat Maison, D., Greenwald, A. G., & Bruin, R. H. (2004). Predictive validity of the Implicit Association Test in studies of brands, consumer attitudes, and behavior. Journal of Consumer Psychology, 14(4), 405–415. CrossRef Maison, D., Greenwald, A. G., & Bruin, R. H. (2004). Predictive validity of the Implicit Association Test in studies of brands, consumer attitudes, and behavior. Journal of Consumer Psychology, 14(4), 405–415. CrossRef
Zurück zum Zitat Markram, H., Meier, K., Lippert, T., Grillner, S., Frackowiak, R., Dehaene, S., Knoll, A., Sompolinsky, H., Verstreken, K., DeFelipe, J., Grant, S., Changeux, J.-P., & Sari, A. (2011). Introducing the human brain project. Procedia Computer Science, 7, 39–42. CrossRef Markram, H., Meier, K., Lippert, T., Grillner, S., Frackowiak, R., Dehaene, S., Knoll, A., Sompolinsky, H., Verstreken, K., DeFelipe, J., Grant, S., Changeux, J.-P., & Sari, A. (2011). Introducing the human brain project. Procedia Computer Science, 7, 39–42. CrossRef
Zurück zum Zitat McClure, S. M., Li, J., Tomlin, D., Cypert, K. S., Montague, L. M., & Montague, P. R. (2004). Neural correlates of behavioral preference for culturally familiar drinks. Neuron, 44(2), 379–387. CrossRef McClure, S. M., Li, J., Tomlin, D., Cypert, K. S., Montague, L. M., & Montague, P. R. (2004). Neural correlates of behavioral preference for culturally familiar drinks. Neuron, 44(2), 379–387. CrossRef
Zurück zum Zitat Miller, G. A. (1956). The magical number seven, plus or minus two: Some limits on our capacity for processing information. Psychological Review, 63(2), 81–97. CrossRef Miller, G. A. (1956). The magical number seven, plus or minus two: Some limits on our capacity for processing information. Psychological Review, 63(2), 81–97. CrossRef
Zurück zum Zitat Nisbett, R. E., & Wilson, T. D. (1977). Telling more than we can know: Verbal reports on mental processes. Psychological Review, 84(3), 231–259. CrossRef Nisbett, R. E., & Wilson, T. D. (1977). Telling more than we can know: Verbal reports on mental processes. Psychological Review, 84(3), 231–259. CrossRef
Zurück zum Zitat Nosek, B. A., & Banaji, M. R. (2001). The go/no-go association task. Social Cognition, 19(6), 625–664. CrossRef Nosek, B. A., & Banaji, M. R. (2001). The go/no-go association task. Social Cognition, 19(6), 625–664. CrossRef
Zurück zum Zitat Nosek, B. A., Greenwald, A. G., & Banaji, M. R. (2007). The implicit association test at age 7: A methodological and conceptual review. In J. A. Bargh (eds.), Automatic processes in social thinking and behavior (pp. 265–292). New York: Psychology Press. Nosek, B. A., Greenwald, A. G., & Banaji, M. R. (2007). The implicit association test at age 7: A methodological and conceptual review. In J. A. Bargh (eds.), Automatic processes in social thinking and behavior (pp. 265–292). New York: Psychology Press.
Zurück zum Zitat Ohme, R., Matukin, M., & Szczurko, T. (2010). Neurophysiology uncovers secrets of TV commercials. der markt – Journal für Marketing, 49(3–4), 133–142. CrossRef Ohme, R., Matukin, M., & Szczurko, T. (2010). Neurophysiology uncovers secrets of TV commercials. der markt – Journal für Marketing, 49(3–4), 133–142. CrossRef
Zurück zum Zitat Plassmann, H., Kenning, P., Deppe, M., Kugel, H., & Schwindt, W. (2008). How choice ambiguity modulates activity in brain areas representing brand preference: Evidence from consumer neuroscience. Journal of Consumer Behaviour, 7(4–5), 360–367. CrossRef Plassmann, H., Kenning, P., Deppe, M., Kugel, H., & Schwindt, W. (2008). How choice ambiguity modulates activity in brain areas representing brand preference: Evidence from consumer neuroscience. Journal of Consumer Behaviour, 7(4–5), 360–367. CrossRef
Zurück zum Zitat Plassmann, H., Ramsøy, T. Z., & Milosavljevic, M. (2012). Branding the brain: A critical review and outlook. Journal of Consumer Psychology, 22(1), 18–36. CrossRef Plassmann, H., Ramsøy, T. Z., & Milosavljevic, M. (2012). Branding the brain: A critical review and outlook. Journal of Consumer Psychology, 22(1), 18–36. CrossRef
Zurück zum Zitat Pradeep, A. K. (2010). The buying brain: Secrets for selling to the subconscious mind. Hoboken: Wiley. Pradeep, A. K. (2010). The buying brain: Secrets for selling to the subconscious mind. Hoboken: Wiley.
Zurück zum Zitat Reimann, M., Zaichkowsky, J., Neuhaus, C., Bender, T., & Weber, B. (2010). Aesthetic package design: A behavioral, neural, and psychological investigation. Journal of Consumer Psychology, 20(4), 431–441. CrossRef Reimann, M., Zaichkowsky, J., Neuhaus, C., Bender, T., & Weber, B. (2010). Aesthetic package design: A behavioral, neural, and psychological investigation. Journal of Consumer Psychology, 20(4), 431–441. CrossRef
Zurück zum Zitat Reimann, M., Schilke, O., Weber, B., Neuhaus, C., & Zaichkowsky, J. (2011). Functional magnetic resonance imaging in consumer research: A review and application. Psychology and Marketing, 28(6), 608–637. CrossRef Reimann, M., Schilke, O., Weber, B., Neuhaus, C., & Zaichkowsky, J. (2011). Functional magnetic resonance imaging in consumer research: A review and application. Psychology and Marketing, 28(6), 608–637. CrossRef
Zurück zum Zitat Schmidt, J. B., & Calantone, R. J. (2009). Escalation of commitment during new product development. Journal of the Academy of Marketing Science, 30(2), 103–118. CrossRef Schmidt, J. B., & Calantone, R. J. (2009). Escalation of commitment during new product development. Journal of the Academy of Marketing Science, 30(2), 103–118. CrossRef
Zurück zum Zitat Schneider, M. (2001). Systems theory of motivational development. In N. J. Smelser & P. B. Baltes (eds.), International encyclopedia of the social & behavioral sciences (pp. 10120–10125). Oxford: Elsevier. CrossRef Schneider, M. (2001). Systems theory of motivational development. In N. J. Smelser & P. B. Baltes (eds.), International encyclopedia of the social & behavioral sciences (pp. 10120–10125). Oxford: Elsevier. CrossRef
Zurück zum Zitat Seymour, E., & Rosemary, P. (1999). Some basic issues regarding dual-process theories from the perspective of cognitive–experiential self-theory. In S. Chaiken & Y. Trope (eds.), Dual-process theories in social psychology (pp. 462–482). New York: Guilford Press. Seymour, E., & Rosemary, P. (1999). Some basic issues regarding dual-process theories from the perspective of cognitive–experiential self-theory. In S. Chaiken & Y. Trope (eds.), Dual-process theories in social psychology (pp. 462–482). New York: Guilford Press.
Zurück zum Zitat Sharp, C., Monterosso, J., & Montague, P. R. (2012). Neuroeconomics: A bridge for translational research. Biological Psychiatry, 72(2), 87–92. CrossRef Sharp, C., Monterosso, J., & Montague, P. R. (2012). Neuroeconomics: A bridge for translational research. Biological Psychiatry, 72(2), 87–92. CrossRef
Zurück zum Zitat Shiffrin, R. M., & Schneider, W. (1977). Controlled and automatic human information processing: II. Perceptual learning, automatic attending and a general theory. Psychological Review, 84(2), 127–190. CrossRef Shiffrin, R. M., & Schneider, W. (1977). Controlled and automatic human information processing: II. Perceptual learning, automatic attending and a general theory. Psychological Review, 84(2), 127–190. CrossRef
Zurück zum Zitat Shiv, B., & Fedorikhin, A. (1999). Heart and mind in conflict: The interplay of affect and cognition in consumer decision making. Journal of Consumer Research, 26(3), 278–292. CrossRef Shiv, B., & Fedorikhin, A. (1999). Heart and mind in conflict: The interplay of affect and cognition in consumer decision making. Journal of Consumer Research, 26(3), 278–292. CrossRef
Zurück zum Zitat Tyebjee, T. T. (1979). Response time, conflict, and involvement in brand choice. Journal of Consumer Research, 6(3), 295–304. CrossRef Tyebjee, T. T. (1979). Response time, conflict, and involvement in brand choice. Journal of Consumer Research, 6(3), 295–304. CrossRef
Zurück zum Zitat Walvis, T. H. (2008). Three laws of branding: Neuroscientific foundations of effective brand building. Journal of Brand Management, 16(3), 176–194. CrossRef Walvis, T. H. (2008). Three laws of branding: Neuroscientific foundations of effective brand building. Journal of Brand Management, 16(3), 176–194. CrossRef
Zurück zum Zitat Weber, B., Rangel, A., Wibral, M., & Falk, A. (2009). The medial prefrontal cortex exhibits money illusion. PNAS, 106(13), 5025–5028. CrossRef Weber, B., Rangel, A., Wibral, M., & Falk, A. (2009). The medial prefrontal cortex exhibits money illusion. PNAS, 106(13), 5025–5028. CrossRef
Zurück zum Zitat Wilkie, W. (1986). Consumer behaviour. New York: Wiley. Wilkie, W. (1986). Consumer behaviour. New York: Wiley.
Zurück zum Zitat Wilson, T. D. (2002). Strangers to ourselves: Discovering the adaptive unconscious. Cambridge: Belknap Press. Wilson, T. D. (2002). Strangers to ourselves: Discovering the adaptive unconscious. Cambridge: Belknap Press.
Zurück zum Zitat Wilson, T. D., Lindsey, S., & Schooler, T. Y. (2000). A model of dual attitudes. Psychological Review, 107(1), 101–126. CrossRef Wilson, T. D., Lindsey, S., & Schooler, T. Y. (2000). A model of dual attitudes. Psychological Review, 107(1), 101–126. CrossRef
Metadaten
Titel
Anticipating the Effects of Communication: A Neuroeconomic Framework for Marketing Purposes
verfasst von
Steffen Schmidt
Klaus-Peter Wiedmann
Philipp Reiter
Christina Kurlbaum
Copyright-Jahr
2018
DOI
https://doi.org/10.1007/978-3-658-04653-8_5