Charakteristiken von Lebensmitteln. Wie Werbemaßnahmen das Medien- und Kaufverhalten von Kindern beeinflussen
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Studienarbeit aus dem Jahr 2016 im Fachbereich Psychologie - Arbeit, Betrieb, Organisation und Wirtschaft, Note: 1,7, Hochschule für angewandtes Management GmbH, Sprache: Deutsch, Abstract: Das Medienverhalten der Kinder ist für Werbetreibende besonders von Bedeutung. Aufgrund des frühen und intensiven Nutzungsverhaltens von diversen Medien stellen Kinder eine potenzielle Kauf- und Konsumentengruppe für die Industrie dar. Über 90% aller Kinder zwischen 2 und 17 Jahren sind online aktiv und spielen dort auch Spiele. Die höchste Spielerrate ist bei Kindern zwischen 2 und 5 Jahren. Im Rahmen dieses medienorientierten Verhaltens wendet die Industrie spezifisch an Kinder gerichtete Werbema nahmen an. Eine davon wird als Advergame bezeichnet. Die Vermarkter erhoffen sich durch diese neue Werbeform, eine bessere Ansprache an Kinder zu ermöglichen. Eine ständige Flut von Marketingma nahmen, die die Konsumenten erreicht, führt nur zur Überforderung, aber nicht zum Kauf. Deshalb versuchen viele Werbetreibende neue Medien, wie beispielsweise Advergames und konvergente Formen von Werbung einzusetzen, um wieder die Aufmerksamkeit der Kunden - oder spezifischer formuliert - der Kinder zu gewinnen. Zur Annäherung an das Thema wird in der vorliegenden Arbeit damit begonnen, die Grundlagen vorzustellen. Dabei wird sowohl das kindliche Lernen und die damit verbundene Gedächtnisstruktur und Medien- und Erfahrungsumwelt dargestellt als auch die Rolle der Kinder als Konsumenten. Des Weiteren wird im Grundlagenteil auf die Wirkung von Advergames und die damit einhergehende Beeinflussung der Einstellung gegenüber einer bestimmten Marke eingegangen. Zur Unterstreichung dieser Theorien werden zudem passende Modelle aufgezeigt. Das dritte Kapitel gibt einen Überblick über das Paper "Characteristics of food advergames that reach children and the nutrient quality of the foods they advertise" (vgl. Paek, Quilliam, Kim, Weatherspoon, Rifon & Lee 2014), das als Grundlage der vorliegende
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