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Verhaltensbeeinflussung durch Sozialmarketing
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Verschiedenen sozialen und gesellschaftlichen Herausforderungen wird mit Sozialmarketingkampagnen begegnet. Anhand dieser Kampagnen thematisieren bspw. Nonprofit-Organisationen und ffentliche Institutionen wichtige Problemfelder. Sowohl Wissenschaft als auch Praxis stehen der Herausforderung gegenber, eine mglichst wirksame Ausgestaltung dieser unterschiedlichen Kampagnen zu entwickeln, damit diese eine intendierte Verhaltensnderung bestmglich frdern. Julia Thaler gibt einen berblick ber bestehende wissenschaftliche Erkenntnisse zur Wirksamkeit von Sozialmarketing und analysiert theoretisch sowie mittels eines experimentellen Designs dessen Wirksamkeit, insbesondere die Ausgestaltung des zeitlichen und sozialen Framing im Kontext von prosozialem und individuellem Verhalten.
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