Der Dritte-Person-Effekt in der Werbung
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Inhaltsangabe: Inhaltsverzeichnis: Inhaltsverzeichnis: 1EINLEITUNG 1.1Forschungsergebnisse zum Dritte-Person-Effekt 1.1.1Der Dritte-Person-Effekt in der Massenkommunikation 1.1.2Determinanten des Dritte-Person-Effekts 1.1.3Erklärungsansätze zum Dritte-Person-Effekt 1.2Werbungen aus dem Nonprofit- und Profitbereich 1.3Technik der ein- und zweiseitigen Argumentation 1.3.1Erläuterung und Erklärung der Wirkungsunterschiede zwischen ein- und zweiseitiger Argumentation 1.3.2Effektivität ein- und zweiseitiger Argumentation auf die Einstellungsbildung 1.3.3.Erfolgsbedingungen der zweiseitigen Argumentation 1.4Das Bedürfnis nach Kognition (Need for Cognition) 1.5Erklärungsmodell - der Dritte-Person-Effekt als Variante von "self-enhancement"? 1.5.1Wirkung des Inhalts der Werbung auf den Dritte-Person-Effekt 1.5.2Wirkung des Argumentationsstils der Werbebotschaft auf den Dritte-Person-Effekt 1.5.3Gemeinsame Wirkung von Inhalt und Argumentationsstil auf den Dritte-Person-Effekt 1.6Untersuchungshypothesen 1.6.1Hypothetische Wirkung des Inhalts der Werbung auf den Dritte-Person-Effekt 1.6.2Hypothetische Wirkung des Argumentationsstils der Werbebotschaft auf den Dritte-Person-Effekt 1.6.3Hypothetische gemeinsame Wirkung von Thema und Argumentation auf den Dritte-Person-Effekt 1.6.4Hypothetische Wirkung des Bedürfnisses nach Kognition auf den Dritte-Person-Effekt 2METHODE 2.1Vorstudie 2.1.1Erhebungsverfahren (Fragebogenkonstruktion) 2.1.2Versuchspersonen 2.1.3Ergebnisse 2.2Hauptstudie 2.2.1Versuchspersonen 2.2.2Experimentelles Design der Untersuchung 2.2.3Stimulusmaterial 2.2.3.1Erstellung der Werbeanzeigen 2.2.3.2Auswahl des Bildmaterials (Operationalisierung des Inhalts der Werbung) 2.2.3.3Formulierung der Informationsteils (Operationalisierung des Argumentationsstils der Werbebotschaft) 2.2.3.4Aufbau der Werbeanzeigen 2.2.4Fragebogenentwicklung und Operationalisierung der Untersuchungsvariablen 2.2.4.1Instruktion 2.2.4.2Messung de
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