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Die persuasive Wirkung von anekdotischen und statistischen Botschaften im Sozialmarketing

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Springer Nature
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N/A
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0
GTIN
9783658292058
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New
Product Description

Marina Isabel Wieluch entwickelt auf Basis der Construal Level Theory einen Erklrungsansatz zur Wirkung verschiedener Formen von Botschaften im Sozialmarketing. Anekdotische Botschaften stellen typischerweise ein Einzelschicksal dar, statistische Botschaften dagegen Fakten. Als Bedingungen der berzeugungswirkung werden dabei die psychologische Distanz, die Wirkung einer positiven oder negativen Formulierung sowie der Optimismus von Zielpersonen bercksichtigt. Der entwickelte Erklrungsansatz hilft Praktikern in Abhngigkeit des Botschaftskontexts und spezifischer Botschaftsinhalte, den jeweils effektiveren Botschaftstyp auszuwhlen.

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