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Werbewirkung von Furchtappellen: Stand der Forschung

  • Gelbrich, Katja
  • Schröder, Eva-Maria
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    Furchtappelle sind persuasive Botschaften, die eine Bedrohung schildern und so das Gefühl der Furcht auslösen möchten. Anschließend wird eine Handlungsempfehlung zur Abwendung dieser Bedrohung gegeben. Man erhofft sich, dass der Rezipient, motiviert durch die Furcht, nun seine Einstellung und sein Verhalten entsprechend ändert. In der vorliegenden Arbeit werden Furchappell-Botschaften mit deren persuasiven und emotionalen Elementen charakterisiert. Anwendungsfelder von Furchtappellen werden identifiziert und voneinander abgegrenzt. Darauf folgend werden klassische Wirkungsmodelle der Furchappellforschung vorgestellt. Hierzu zählen nach den anfänglichen Triebmodellen auch Leventhals Modell der Parallelen Reaktionen, Rogers Theorie der Schutzmotivation und schließlich Wittes Erweitertes Modell der Parallelen Prozesse. Dazugehörige Studien unterlegen die Wirkungsweise der Modelle, die hinsichtlich derer Komponenten und deren Fokus auf Kognition und Emotion vergleichend und kritisch betrachtet werden. Auch der Bezug zu verwandten Theorien wie Thayers Multidimensionalen Ansatz und das Konzept des Message Framing wird aufgezeigt. Abschließend verdeutlicht eine Zusammenfassung die Mängel bisheriger Theorien und weißt auf deren Unzulänglichkeit hin. So entsteht ein umfassender Überblick über den aktuellen Stand der Furchtappellforschung.

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    This book is provided by Technische Universität Ilmenau, Institut für Betriebswirtschaftslehre in its series Ilmenauer Schriften zur Betriebswirtschaftslehre with number 22008 and published in 2008.
    Volume: 2/2008
    Handle: RePEc:zbw:tuisbw:22008
    Contact details of provider: Postal: 98693 Ilmenau, Helmholtzplatz 3
    Phone: (0049) (0)3677 69 4001
    Fax: (0049) (0)3677 69 4200
    Web page: http://www.tu-ilmenau.de/bw/

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    1. Levin, Irwin P. & Schneider, Sandra L. & Gaeth, Gary J., 1998. "All Frames Are Not Created Equal: A Typology and Critical Analysis of Framing Effects," Organizational Behavior and Human Decision Processes, Elsevier, vol. 76(2), pages 149-188, November.
    2. Amos Tversky & Daniel Kahneman, 1979. "Prospect Theory: An Analysis of Decision under Risk," Levine's Working Paper Archive 7656, David K. Levine.
    3. Berger, Paul D & Smith, Gerald E, 1998. "The Impact of Prospect Theory Based Framing Tactics on Advertising Effectiveness," Omega, Elsevier, vol. 26(5), pages 593-609, October.
    4. Frisch, Deborah, 1993. "Reasons for Framing Effects," Organizational Behavior and Human Decision Processes, Elsevier, vol. 54(3), pages 399-429, April.
    5. Aaker, Jennifer L & Maheswaran, Durairaj, 1997. " The Effect of Cultural Orientation on Persuasion," Journal of Consumer Research, University of Chicago Press, vol. 24(3), pages 315-28, December.
    6. Ganzach, Yoav & Karsahi, Nili, 1995. "Message framing and buying behavior: A field experiment," Journal of Business Research, Elsevier, vol. 32(1), pages 11-17, January.
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