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Live Communication-Atmosphre als Profilierungsfaktor
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Mit einem multimethodischen Design, bestehend aus Eye Tracking, Denke-Laut-Protokollen und einer Befragung, untersucht Martin Wiedmann die Wahrnehmung und Informationsverarbeitung von Atmosphre auf einer Publikumsmesse. Weiter werden die Effekte der Atmosphre auf die Absicht der Besucher zum Wiederbesuch und Weiterempfehlung ermittelt. Die Ergebnisse flieen in einen praxisorientierten Ansatz zum Management der Atmosphre auf Live Communication-Veranstaltungen ein, um sich gegenber Wettbewerbern zu profilieren.
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