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Reale und mediale Produkterfahrungen
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Sandra Diehl analysiert mithilfe der Diary-Methode den allgemeinen Einfluss von medialen und realen Faktoren auf das Kaufentscheidungsverhalten. Des Weiteren untersucht sie anhand eines experimentellen Designs, ob und inwieweit Werbung sptere Produkterprobungen prgen kann bzw. ob Werbung in der Lage ist, nach einer realen Produkterfahrung noch einen Einfluss auf die Produkteinstellung der KonsumentInnen auszuben. Die Autorin leitet umfangreiche strategische und operative Handlungsempfehlungen ab, die dazu beitragen, Cross-Media-Werbestrategien in Kombination mit realen Produkterfahrungen zu optimieren.
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