By Klaus Moser

Wirtschaftspsychologie - ein spannendes Fachgebiet mit gro?er gesellschaftlicher Relevanz und enormer Bandbreite: Von A wie Arbeitslosigkeit bis W wie Work-Life-Balance und dazwischen lebensnahe Themen wie Kundenbindung, Finanzpsychologie, B?rgersinn oder kontraproduktives Verhalten durch Sch?digung ?ffentlicher G?ter. Das Lehrbuch Wirtschaftspsychologie beschreibt den Menschen innerhalb von Wirtschaftssystemen: als Konsumenten, als Verbraucher, als B?rger - und deckt damit das Fachgebiet umfassend ab. Die Texte sind didaktisch aufbereitet: Ein anschaulicher Trailer f?hrt in das Kapitel ein, Merks?tze, Anwendungsbeispiele und Zusammenfassungen stellen wichtige Inhalte heraus. Mit Glossar zum Nachschlagen der Fachbegriffe.

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Werbebotschaften haben die Funktion, Evidenzen zu präsentieren, die Einstellungen zu entwickeln oder zu bestärken helfen. Werbung, die auf konkrete inhaltliche Aussagen verzichtet, ist nach Ansicht von Rossiter und Percy (1997) nur dann und deshalb erfolgreich, weil einstellungsrelevante Informationen von den Rezipienten erschlossen oder weil bereits existierende Einstellungen aktiviert und bestärkt werden. Ein Beispiel für Ersteres ist etwa, dass Rezipienten aus der Beobachtung, dass eine bestimmte Marke häufig beworben wird, auf deren Popularität schließen.

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