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Der Effekt von Pop-up-Werbung auf Internetnutzer: Wie reagieren Konsumenten auf Pop-ups verschiedener Größe? by Klippenstein, Julia

Der Effekt von Pop-up-Werbung auf Internetnutzer: Wie reagieren Konsumenten auf Pop-ups verschiedener Größe?

by Julia Klippenstein
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Book cover type: Paperback
  • ISBN13: 9783346243638
  • Binding: Paperback
  • Subject: N/A
  • Publisher: Grin Verlag
  • Publisher Imprint: Grin Verlag
  • Publication Date:
  • Pages: 96
  • Original Price: GBP 54.5
  • Language: German
  • Edition: 1. Auflage
  • Item Weight: 137 grams
  • BISAC Subject(s): Applied Psychology

Bachelorarbeit aus dem Jahr 2018 im Fachbereich Psychologie - Wirtschaftspsychologie, Note: 2,0, Fachhochschule Bielefeld, Sprache: Deutsch, Abstract: Die vorliegende Arbeit fokussiert das am umstrittenste Werbeformat: den Pop-up. Anhand einer Literaturanalyse und einer empirischen Erhebung wird der Einfluss von Pop-up Werbung auf Internetnutzer geprüft. Der Autor untersucht hierfür, ob und inwieweit verschiedene Pop-up-Grö en bei Konsumenten signifikant unterschiedliche Reaktionen hervorrufen. Die Reaktion umfasst sowohl die Gefühls-, als auch die Handlungs- und die Einstellungskomponente. Das Ziel der Arbeit besteht darin, herauszufinden, wie Konsumenten auf Pop-ups verschiedener Grö e reagieren. Dabei ist von besonderem Interesse, welche Pop-up-Grö en keine oder wenige negative Reaktionen bei Konsumenten hervorrufen und stattdessen die Zielerreichung des Werbenden unterstützen. Es sollen sowohl Erkenntnisse über den Einfluss von unterschiedlich gro en Formaten (voll-seitige, mittelgro e und kleine Pop-ups) auf die affektive, kognitive als auch die konative Reaktion gewonnen werden, um praxisnahe Handlungsempfehlungen für die Online-Werbeindustrie ableiten zu können.

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