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Konsumenteneinstellungen im Social Web
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Das (Social) Web stellt innovative Mglichkeiten bereit, Meinungen und Einstellungen frei von methodischen Verzerrungen auf der Basis freiwillig geuerter Konsumentenstatements zu untersuchen. Anhand von neuartigen Verfahren wie etwa der Computerlinguistik untersucht Daniel Wagenfhrer systematisch die Relevanz von Konsumenteneinstellungen und zeigt die Mglichkeiten expliziter und impliziter Einstellungsforschung sowie deren inhaltliche Aussagekraft fr die Marketingwissenschaft auf.
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