Werbung als beeinflussende Kommunikation

Kroeber-Riel, Werner

doi:10.1007/978-3-322-85816-0_7

Cited by 8 publications

(5 citation statements)

References 0 publications

Supporting

Mentioning

Contrasting

Unclassified

Order By: Relevance

“…An individual buying on impulse is less likely to consider the consequences or to think carefully before making the purchase (Rook, 1987). Kroeber-Riel (1980) explained that impulse buying is a reactive behavior, and often involves an sudden response to a stimulus (Rook, 1987). Beatty and Ferrell (1998) defined impulse buying as instantaneous purchase having no previous objective to buy the commodity.…”

Section: Impulse Buyingmentioning

confidence: 99%

What is Impulse Buying? An analytical network processing framework for prioritizing factors affecting impulse buying

Masouleh¹,

Pazhang²,

Moradi³

2012

MSL

View full text Add to dashboard Cite

One of the most important issues affecting profitability is to determine the impact of different factors influencing purchasing activities. In this paper, we perform an extensive literature survey to detect different purchasing factors influencing customers' behavior. The factors are categorized in three different groups and they are ranked using analytical network process. The results of our survey indicate that three factors of personal, product and situational play important roles in purchasing impulse. The personal item includes different factors where demographic characteristic factors receive the highest ranking (35%) followed by other factors are feelings, excitement and fun, self identify, education and novelty. There are also three subfactors associated with demographic characteristics including gender, age and race and the weights are 0.46748, 0.42668 and 0.10584, respectively, which means gender is the most important factor followed by age and race. Finally, the other factor is associated with situational factors' group, which includes presence of others, culture, design of store, time available, local market condition, sales staff and self service with the relative importance of 0. 04296, 0.08733, 0.12130, 0.22217, 0.05643, 0.15346 and 0.31635, respectively.

show abstract

Section: Impulse Buyingmentioning

confidence: 99%

What is Impulse Buying? An analytical network processing framework for prioritizing factors affecting impulse buying

Masouleh¹,

Pazhang²,

Moradi³

2012

MSL

View full text Add to dashboard Cite

show abstract

“…Im Rahmen des quantitativen Forschungsparadigmas, das auch unter den Bezeichnungen positivistisches oder naturwissenschaftliches Paradigma diskutiert wird (Kroeber-Riel, 1995, Sp. 1235 (Behrens, 1991, S. 24).…”

Section: Quantitatives Versus Qualitatives Forschungsparadigma Als Auunclassified

Mixed Methods — Ein neuerer Zugang in der empirischen Marketingforschung

Angerer

Foscht

Swoboda

2006

Journal für Marketing

View full text Add to dashboard Cite

Im Rahmen der Marketingforschung werden häu-fig zwei grundsätzliche Forschungszugänge gegenüber gestellt, die auf einem jeweils unterschiedlichen theoretischen Hintergrund beruhen. Es handelt sich dabei um den quantitativen und um den qualitativen Forschungszugang. Häufig werden die beiden Ansätze gegensätzlich aufgefasst bzw. dargestellt -gerade aber die gezielte und systematische Kombination beider Zugänge kann für die umfangreiche und tiefgehende Beantwortung vieler Forschungsfragen zielführend sein. Vor diesem Hintergrund wurden die Mixed Methods entwickelt, die im anglo-amerikanischen Raum mittlerweile -neben dem quantitativen und dem qualitativen -bereits als drittes Forschungsparadigma diskutiert werden. Im Rahmen des folgenden Beitrages sollen der Begriff definiert, die Einsatzbereiche von Mixed Methods strukturiert sowie die Anwendungsmöglich-keiten an Hand eines Beispiels dargestellt werden.

show abstract

“…Due to the overstimulation of ads, it is becoming increasingly difficult to attract consumers' attention. An average consumer considers an ad for only two seconds (Kroeber-Riel & Esch, 2015), which is remarkably brief, compared to the effort that marketers spent designing the ad. To stand out from the crowd, advertisers sometimes depict deviant behaviors, referred to as the depiction of abnormal behaviors such as showing violence.…”

Section: Introductionmentioning

confidence: 99%

The influence of deviant advertisements on customer responses: The role of cultural tightness in emerging and developed economies

Wagner,

Pauser,

Akturan

2023

Psychology and Marketing

View full text Add to dashboard Cite

Capturing and gaining customers' attention is key to the success of any business. Deviant advertising, including atypical marketing activities that diverge from a social norm, can either be acknowledged due to its attention‐generating character, or is—more often—deemed inappropriate and results in unfavorable consumer responses. This paper reinforces that, in general, ads with deviant content (e.g., the depiction of violence) are evaluated worse as compared to ads portraying nondeviant content. In particular, the role of cultural tightness (i.e., strictness of obeying social norms within society) is empirically examined in analyzing deviant advertisements and its effects on ad attitude and customer responses in an emerging and developed economy. Economic development predominantly affects customer responses of nondeviant ad content (but not deviant ad content). By employing qualitative and quantitative studies, including communicational and observational data collection, this research shows that deviant depictions (vs. nondeviant ads) promote negative attitudes toward ads, and consumers are culturally sensitive, which provides important managerial implications for international marketers.

show abstract

Werbung als beeinflussende Kommunikation

Cited by 8 publications

References 0 publications

What is Impulse Buying? An analytical network processing framework for prioritizing factors affecting impulse buying

What is Impulse Buying? An analytical network processing framework for prioritizing factors affecting impulse buying

Mixed Methods — Ein neuerer Zugang in der empirischen Marketingforschung

The influence of deviant advertisements on customer responses: The role of cultural tightness in emerging and developed economies

Contact Info

Product

Resources

About