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Kollektive unbewusste Markenkenntnis
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Marken beschftigen Wissenschaft und Praxis. Meist werden sie aus individueller Perspektive untersucht und als bewusste psychische oder soziale Phnomene behandelt. Robert Schorn whlt einen anderen Ansatz. Anhand eines weltweit durchgefhrten Experiments bertrgt er in Anlehnung an C. G. Jung und Rupert Sheldrake die These vom kollektiven Wissen der Menschheit auf das Gebiet der Markenzeichen und ihrer Gestaltung. Die Ergebnisse zeigen, dass Menschen auf Zeichen, die sie bewusst nicht kennen, die aber vielen anderen Menschen weltweit bekannt sind oder waren, besser ansprechen als auf hnliche Kontrollzeichen. Dieser Effekt ist unabhngig von Alter, Geschlecht, Bildung, vom kulturellen Hintergrund und vom Ausma der Extraversion der Versuchsperson.
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