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Ein situatives Modell der Motivation zur Informationsaufnahme und -verarbeitung bei Werbekontakten

Hans Mühlbacher
Marketing: Zeitschrift für Forschung und Praxis
10. Jahrg., H. 2 (Mai 1988), pp. 85-94
Published by: Verlag C.H.Beck
Stable URL: http://www.jstor.org/stable/42745973
Page Count: 10
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Abstract

Der folgende Beitrag versucht, aus der Vielzahl der in den letzten Jahren publizierten Arbeiten über die Motivation zur Informationsaufnahme und -verarbeitung bei Werbekontakten Schlußfolgerungen in einer Weise zu ziehen, die sowohl die Entwicklung eines überprüfbaren Modells für die weitere Forschung als auch die Ableitung von praktischen Handlungshinweisen für die Werbungtreibenden erlauben. The article deals with the question of what factors determine the motivation of a person to process a commercial she gets in contact with. It stresses the relevance of the involvement construct for the explanation of the phenomenon in question. Based on a situational approach, personal predispositions, the characteristics of the advertising object and of the situation itself, are analyzed in order to get an exhaustive list of determinants for a persons information processing motivation. As a consequence a multidimensional view of involvement emerges. The different kinds of involvement as well as their interactive effects on advertising information processing are described. Conclusions are drawn concerning the practical consequences for media choice and copy strategy.

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