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Mit Sozialtechniken in der Kommunikation beeinflussen Read chapter Read first chapter

2018 | OriginalPaper | Chapter

Mit Personifizierungen wirkungsvoll in der Kommunikation emotionalisieren

Authors : Andrea Gröppel-Klein, Katja Pfeifer, Jennifer Helfgen

Published in: Handbuch Techniken der Kommunikation

Publisher: Springer Fachmedien Wiesbaden

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Zusammenfassung

Der vorliegende Beitrag beleuchtet die Bedeutung der Personifikation von Produkten und Werbung im Marketing und ihre Wirkungen aus Sicht des Konsumenten. Auf Basis des evolutionspsychologischen Ansatzes, der Kindchenschema- und der kognitiven Schematheorie wird erklärt, wann und warum Konsumenten Produkte vermenschlichen (Anthropomorphisierung) und welche (vor allem emotionalen) Wirkungen vermenschlichte Produkte entfachen können. Chancen und Risiken der Personifikation als Marketinginstrument werden anhand wissenschaftlicher Studien und praktischer Beispiele diskutiert

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Metadata
Title
Mit Personifizierungen wirkungsvoll in der Kommunikation emotionalisieren
Authors
Andrea Gröppel-Klein
Katja Pfeifer
Jennifer Helfgen
Copyright Year
2018
Book
Handbuch Techniken der Kommunikation

Print ISBN: 978-3-658-04652-1

Electronic ISBN: 978-3-658-04653-8

Copyright Year: 2018

DOI
https://doi.org/10.1007/978-3-658-04653-8_27