Brigitte Naderer

Bio: Brigitte Naderer is an academic researcher from Ludwig Maximilian University of Munich. The author has contributed to research in topics: Influencer marketing & Food choice. The author has an hindex of 14, co-authored 46 publications receiving 6360 citations. Previous affiliations of Brigitte Naderer include University of Vienna.

Communication and Persuasion: Central and Peripheral Routes to Attitude Change

Abstract: Das Elaboration Likelihood Modell (ELM) wurde in den 1980er Jahren von den Sozialpsychologen Richard E. Petty und John T. Cacioppo mit dem Ziel entwickelt, die prozesshafte Verarbeitung persuasiver Botschaften zu erklaren und Einstellungsveranderungen in Abhangigkeit von der Rezeptionssituation, den Eigenschaften einer persuasiven Botschaft und individuellen Voraussetzungen des Rezipienten vorherzusagen. Die zentrale Veroffentlichung dieser Persuasionstheorie ist das 1986 erschienene Buch Communication and persuasion: Central and peripheral routes to attitude change. In diesem Schlusselwerk der Medienwirkungsforschung werden das ELM und seine Basiskonzepte theoretisch definiert und durch eine Vielzahl empirischer Studien untermauert. Daruber hinaus diskutieren die Autoren methodische Schwierigkeiten bei der Uberprufung ihrer Annahmen sowie Konsequenzen der verschiedenen Elaborationsrouten. Communication and persuasion bietet damit einen detaillierten Uberblick zu einem der wichtigsten Zwei-Prozess-Modelle der persuasiven Kommunikationsforschung.

Misleading Consumers with Green Advertising? An Affect–Reason–Involvement Account of Greenwashing Effects in Environmental Advertising

Abstract: Drawing from the affect–reason–involvement model, we examine how misleading advertising about the environmental features of products, or greenwashing, affects how consumers perceive ads and brands....

User generated content presenting brands on social media increases young adults’ purchase intention

Abstract: On Facebook, companies not only actively spread branded content themselves, they also encourage users to do so. Hence, persuasive messages blend into the stream of content, making it increasingly d...

Product placement disclosures: Exploring the moderating effect of placement frequency on brand responses via persuasion knowledge

Abstract: The aim of this study was to investigate whether or not the effects of brand-unspecific product placement disclosures in a popular music video were moderated by product placement frequency. An experimental study exposed participants to the video clip ‘Telephone’ by Lady Gaga; the product placement frequency of the brand Polaroid (zero, moderate, high) and the presence of placement disclosures were varied experimentally. The results demonstrated that placement disclosures lead to an increase in brand memory for moderately frequently and frequently depicted placements. Disclosures also activate persuasion knowledge independent of placement frequency. However, persuasion knowledge did not lead to more negative brand attitudes. The paper concludes with the implications for researchers and marketers.

Children's consumption behavior in response to food product placements in movies

Abstract: Almost all research on the effects of product placements on children has focused on brand attitudes or behavioral intentions. Drawing on the important difference between attitudes or behavioral intentions on the one hand and actual behavior on the other, this paper tests the effects of brand placements on children's food consumption. Children from 6 to 14 years old were exposed to an excerpt of the popular movie Alvin and the Chipmunks, including placements for the product Cheese Balls. Three versions were created: one without placements, one with moderate placement frequency, and one with high placement frequency. Results showed that exposure to high-frequency product placements exerted a significant effect on snack consumption, but no effect on brand or product attitudes. These effects were independent of children's ages. The findings are of great importance to consumer behavior scholars, nutrition experts, and policy regulators. Copyright © 2015 John Wiley & Sons, Ltd.

The elaboration likelihood model of persuasion

Abstract: Publisher Summary This chapter outlines the two basic routes to persuasion. One route is based on the thoughtful consideration of arguments central to the issue, whereas the other is based on the affective associations or simple inferences tied to peripheral cues in the persuasion context. This chapter discusses a wide variety of variables that proved instrumental in affecting the elaboration likelihood, and thus the route to persuasion. One of the basic postulates of the Elaboration Likelihood Model—that variables may affect persuasion by increasing or decreasing scrutiny of message arguments—has been highly useful in accounting for the effects of a seemingly diverse list of variables. The reviewers of the attitude change literature have been disappointed with the many conflicting effects observed, even for ostensibly simple variables. The Elaboration Likelihood Model (ELM) attempts to place these many conflicting results and theories under one conceptual umbrella by specifying the major processes underlying persuasion and indicating the way many of the traditionally studied variables and theories relate to these basic processes. The ELM may prove useful in providing a guiding set of postulates from which to interpret previous work and in suggesting new hypotheses to be explored in future research.

Market orientation: The construct, research propositions, and managerial implications.

Abstract: The literature reflects remarkably little effort to develop a framework for understanding the implementation of the marketing concept. The authors synthesize extant knowledge on the subject and pro...

Persuasive Technology: Using Computers to Change What We Think and Do

Abstract: Mother Nature knows best--How engineered organizations of the future will resemble natural-born systems.

The unbearable automaticity of being

Abstract: What was noted by E. J. hanger (1978) remains true today: that much of contemporary psychological research is based on the assumption that people are consciously and systematically processing incoming information in order to construe and interpret their world and to plan and engage in courses of action. As did E. J. hanger, the authors question this assumption. First, they review evidence that the ability to exercise such conscious, intentional control is actually quite limited, so that most of moment-to-mom ent psychological life must occur through nonconscious means if it is to occur at all. The authors then describe the different possible mechanisms that produce automatic, environmental control over these various phenomena and review evidence establishing both the existence of these mechanisms as well as their consequences for judgments, emotions, and behavior. Three major forms of automatic self-regulation are identified: an automatic effect of perception on action, automatic goal pursuit, and a continual automatic evaluation of one's experience. From the accumulating evidence, the authors conclude that these various nonconscious mental systems perform the lion's share of the self-regulatory burden, beneficently keeping the individual grounded in his or her current environment. The strongest knowledge—that of the total unfreedom of the human will—is nonetheless the poorest in successes, for it always has the strongest opponent: human vanity. —Nietzsche, Human, All Too Human

Mood and judgment: the affect infusion model (AIM).

Abstract: Evidence for the role of affective states in social judgments is reviewed, and a new integrative theory, the affect infusion model (AIM), is proposed as a comprehensive explanation of these effects. The AIM, based on a multiprocess approach to social judgments, identifies 4 alternative judgmental strategies: (a) direct access, (b) motivated, (c) heuristic, and (d) substantive processing. The model predicts that the degree of affect infusion into judgments varies along a processing continuum, such that judgments requiring heuristic or substantive processing are more likely to be infused by affect than are direct access or motivated judgments. The role of target, judge, and situational variables in recruiting high- or low-infusion judgmental strategies is considered, and empirical support for the model is reviewed. The relationship between the AIM and other affect-cognition theories is discussed, and implications for future research are outlined.