{"id":"https://openalex.org/W2170872255","doi":"https://doi.org/10.1026/1617-6383.19.1.2","title":"Werbewirkung ohne Erinnerungseffekte?","display_name":"Werbewirkung ohne Erinnerungseffekte?","publication_year":2007,"publication_date":"2007-01-01","ids":{"openalex":"https://openalex.org/W2170872255","doi":"https://doi.org/10.1026/1617-6383.19.1.2","mag":"2170872255"},"language":"de","primary_location":{"id":"doi:10.1026/1617-6383.19.1.2","doi":"https://doi.org/10.1026/1617-6383.19.1.2","is_oa":false,"landing_page_url":"https://doi.org/10.1026/1617-6383.19.1.2","pdf_url":null,"source":{"id":"https://openalex.org/S119239577","display_name":"Zeitschrift f\u00fcr Medienpsychologie","issn_l":"1617-6383","issn":["1617-6383"],"is_oa":false,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":"https://openalex.org/P4310319871","host_organization_name":"Hogrefe Verlag","host_organization_lineage":["https://openalex.org/P4310319871"],"host_organization_lineage_names":["Hogrefe Verlag"],"type":"journal"},"license":null,"license_id":null,"version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Zeitschrift f\u00fcr Medienpsychologie","raw_type":"journal-article"},"volume":null,"type":"article","indexed_in":["crossref"],"open_access":{"is_oa":false,"oa_status":"closed","oa_url":null,"any_repository_has_fulltext":false},"authorships":[{"author_position":"first","author":{"id":"https://openalex.org/A5085701648","display_name":"Christian Schemer","orcid":"https://orcid.org/0000-0002-7808-2240","observed_orcids":["https://orcid.org/0000-0002-7808-2240"]},"institutions":[],"countries":[],"is_corresponding":false,"raw_author_name":"Christian Schemer","raw_affiliation_strings":[""],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"","institution_ids":[]}]},{"author_position":"middle","author":{"id":"https://openalex.org/A5091032457","display_name":"J\u00f6rg Matthes","orcid":"https://orcid.org/0000-0001-9408-955X","observed_orcids":["https://orcid.org/0000-0001-9408-955X"]},"institutions":[],"countries":[],"is_corresponding":false,"raw_author_name":"J\u00f6rg Matthes","raw_affiliation_strings":[""],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"","institution_ids":[]}]},{"author_position":"last","author":{"id":"https://openalex.org/A5068939338","display_name":"Werner Wirth","orcid":null,"observed_orcids":[]},"institutions":[],"countries":[],"is_corresponding":false,"raw_author_name":"Werner Wirth","raw_affiliation_strings":[""],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"","institution_ids":[]}]}],"institutions":[],"countries_distinct_count":0,"institutions_distinct_count":0,"corresponding_author_ids":[],"corresponding_institution_ids":[],"apc_list":null,"apc_paid":null,"fwci":2.3613,"has_fulltext":false,"cited_by_count":18,"citation_normalized_percentile":{"value":0.93093518,"is_in_top_1_percent":false,"is_in_top_10_percent":true},"cited_by_percentile_year":{"min":89,"max":98},"biblio":{"volume":"19","issue":"1","first_page":"2","last_page":"13"},"is_retracted":false,"is_paratext":false,"is_xpac":false,"primary_topic":{"id":"https://openalex.org/T13355","display_name":"Marketing and Advertising Strategies","score":0.4912000000476837,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},"topics":[{"id":"https://openalex.org/T13355","display_name":"Marketing and Advertising Strategies","score":0.4912000000476837,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T10145","display_name":"Consumer Behavior in Brand Consumption and Identification","score":0.46389999985694885,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T10609","display_name":"Digital Marketing and Social Media","score":0.018699999898672104,"subfield":{"id":"https://openalex.org/subfields/3312","display_name":"Sociology and Political Science"},"field":{"id":"https://openalex.org/fields/33","display_name":"Social Sciences"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}}],"keywords":[{"id":"https://openalex.org/keywords/product-placement","display_name":"product placement","score":0.9179999828338623},{"id":"https://openalex.org/keywords/mere-exposure-effect","display_name":"mere exposure effect","score":0.9649999737739563},{"id":"https://openalex.org/keywords/brand-recall","display_name":"brand recall","score":0.6299999952316284},{"id":"https://openalex.org/keywords/brand-attitude","display_name":"brand attitude","score":0.6990000009536743},{"id":"https://openalex.org/keywords/short-term-exposure","display_name":"short-term exposure","score":0.4580000042915344},{"id":"https://openalex.org/keywords/persuasion-knowledge","display_name":"persuasion knowledge","score":0.9639999866485596},{"id":"https://openalex.org/keywords/advertising-effectiveness","display_name":"advertising effectiveness","score":0.6729999780654907}],"concepts":[{"id":"https://openalex.org/C17744445","wikidata":"https://www.wikidata.org/wiki/Q36442","display_name":"Political science","level":0,"score":0.4880339205265045},{"id":"https://openalex.org/C15708023","wikidata":"https://www.wikidata.org/wiki/Q80083","display_name":"Humanities","level":1,"score":0.4743306040763855},{"id":"https://openalex.org/C142362112","wikidata":"https://www.wikidata.org/wiki/Q735","display_name":"Art","level":0,"score":0.3249278664588928},{"id":"https://openalex.org/C29456083","wikidata":"https://www.wikidata.org/wiki/Q1221899","display_name":"Gynecology","level":1,"score":0.3203597366809845},{"id":"https://openalex.org/C71924100","wikidata":"https://www.wikidata.org/wiki/Q11190","display_name":"Medicine","level":0,"score":0.1174825131893158}],"mesh":[],"locations_count":2,"locations":[{"id":"doi:10.1026/1617-6383.19.1.2","doi":"https://doi.org/10.1026/1617-6383.19.1.2","is_oa":false,"landing_page_url":"https://doi.org/10.1026/1617-6383.19.1.2","pdf_url":null,"source":{"id":"https://openalex.org/S119239577","display_name":"Zeitschrift f\u00fcr Medienpsychologie","issn_l":"1617-6383","issn":["1617-6383"],"is_oa":false,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":"https://openalex.org/P4310319871","host_organization_name":"Hogrefe Verlag","host_organization_lineage":["https://openalex.org/P4310319871"],"host_organization_lineage_names":["Hogrefe Verlag"],"type":"journal"},"license":null,"license_id":null,"version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Zeitschrift f\u00fcr Medienpsychologie","raw_type":"journal-article"},{"id":"pmh:oai:www.zora.uzh.ch:20.500.14742/104011","doi":null,"is_oa":false,"landing_page_url":"https://www.zora.uzh.ch/handle/20.500.14742/104011","pdf_url":null,"source":{"id":"https://openalex.org/S4306401281","display_name":"Zurich Open Repository and Archive (University of Zurich)","issn_l":null,"issn":null,"is_oa":false,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":"https://openalex.org/I202697423","host_organization_name":"University of Zurich","host_organization_lineage":["https://openalex.org/I202697423"],"host_organization_lineage_names":[],"type":"repository"},"license":null,"license_id":null,"version":"submittedVersion","is_accepted":false,"is_published":false,"raw_source_name":"Wirth, W., Matthes, J., & Schemer, C. (2007). Werbewirkung ohne Erinnerungseffekte? Eine experimentelle Studie zum Mere Exposure-Effekt bei Product Placements. Zeitschrift f\u00fcr Medienpsychologie, 19, 2\u201313. https://doi.org/10.1026/1617-6383.19.1.2","raw_type":"Journal Article"}],"best_oa_location":null,"sustainable_development_goals":[],"sustainable_development_goals_aurora":[{"id":"https://metadata.un.org/sdg/8","display_name":"Decent work and economic growth","score":0.5}],"study_designs":[],"awards":[],"funders":[],"has_content":{"pdf":false,"grobid_xml":false},"content_urls":null,"referenced_works_count":35,"referenced_works":["https://openalex.org/W1593103932","https://openalex.org/W1649459174","https://openalex.org/W1964768752","https://openalex.org/W1972697158","https://openalex.org/W1987402599","https://openalex.org/W2003018137","https://openalex.org/W2017454365","https://openalex.org/W2024022965","https://openalex.org/W2030519814","https://openalex.org/W2046037438","https://openalex.org/W2049866067","https://openalex.org/W2051913671","https://openalex.org/W2052360580","https://openalex.org/W2060906577","https://openalex.org/W2063501694","https://openalex.org/W2083439948","https://openalex.org/W2092696917","https://openalex.org/W2096648510","https://openalex.org/W2106341219","https://openalex.org/W2116146325","https://openalex.org/W2133012096","https://openalex.org/W2134686570","https://openalex.org/W2143046471","https://openalex.org/W2160969678","https://openalex.org/W2164491730","https://openalex.org/W2165263896","https://openalex.org/W2165490316","https://openalex.org/W2166869510","https://openalex.org/W2173766965","https://openalex.org/W2274733588","https://openalex.org/W2320423603","https://openalex.org/W2344952903","https://openalex.org/W2890470236","https://openalex.org/W2902225836","https://openalex.org/W2919681570"],"related_works":["https://openalex.org/W6892264550","https://openalex.org/W7131510383","https://openalex.org/W2924022748","https://openalex.org/W2326989400","https://openalex.org/W2018071712","https://openalex.org/W2375504373","https://openalex.org/W2530738983","https://openalex.org/W2335125419","https://openalex.org/W2109018495","https://openalex.org/W2048664456"],"abstract_inverted_index":{"Zusammenfassung.":[0],"In":[1],"der":[2,25,117,159],"Forschung":[3,176],"zur":[4],"Wirkung":[5,20,68],"von":[6],"Product":[7],"Placements":[8,14,35,66],"wird":[9,75,141],"zumeist":[10],"davon":[11,58],"ausgegangen,":[12],"dass":[13,34,61],"erinnert":[15,49],"werden":[16,165],"m\u00fcssen,":[17],"um":[18],"eine":[19,67],"auf":[21,36,69,101],"die":[22,129,148,151,156,170,174],"Einstellung":[23,115,157],"gegen\u00fcber":[24,116,158],"Marke":[26,91,118,152,160],"entfalten":[27],"zu":[28,112],"k\u00f6nnen.":[29,72],"Allerdings":[30],"zeigen":[31],"empirische":[32],"Studien,":[33],"Grund":[37],"ihrer":[38,167],"kurzzeitigen":[39],"Einblendung":[40],"oft":[41],"nicht":[42,48,63],"bewusst":[43],"wahrgenommen":[44],"und":[45,137,172],"damit":[46],"auch":[47],"werden.":[50],"Auf":[51],"Basis":[52],"des":[53],"Mere":[54,103],"Exposure-Effektes":[55],"kann":[56],"dennoch":[57],"ausgegangen":[59],"werden,":[60],"diese":[62],"explizit":[64],"erinnerten":[65],"Einstellungen":[70],"haben":[71],"Dieser":[73,122],"Wirkmechanismus":[74],"in":[76,85,166],"einem":[77],"3\u00d72\u00d72-faktoriellen":[78],"Experiment":[79],"demonstriert.":[80],"Versuchspersonen":[81],"sahen":[82],"einen":[83,102],"TV-Magazinbeitrag,":[84],"dem":[86],"ein":[87],"Placement":[88],"einer":[89,113],"unbekannten":[90],"mit":[92],"unterschiedlicher":[93],"H\u00e4ufigkeit":[94],"integriert":[95],"wurde.":[96],"Die":[97,163],"Ergebnisse":[98,164],"lassen":[99],"deutlich":[100],"Exposure-Effekt":[104],"schlie\u00dfen:":[105],"Ein":[106,134],"mehrfach":[107],"visuell":[108],"dargebotenes":[109],"Markenlogo":[110],"f\u00fchrt":[111],"positiveren":[114],"trotz":[119],"niedriger":[120],"Erinnerung.":[121],"Effekt":[123],"ist":[124],"allerdings":[125],"an":[126,150],"zwei":[127],"f\u00fcr":[128,169,173],"Werbewirkungsforschung":[130],"zentrale":[131],"Bedingungen":[132,146],"gekn\u00fcpft:":[133],"hohes":[135],"Beitragsinvolvement":[136],"niedriges":[138],"Persuasionswissen.":[139],"Gleichzeitig":[140],"experimentell":[142],"nachgewiesen,":[143],"unter":[144],"welchen":[145],"sich":[147],"Erinnerung":[149],"zwar":[153],"erh\u00f6ht,":[154],"aber":[155],"verschlechtert":[161],"(Reaktanzeffekt).":[162],"Bedeutung":[168],"Werbepraxis":[171],"zuk\u00fcnftige":[175],"diskutiert.":[177]},"counts_by_year":[{"year":2025,"cited_by_count":1},{"year":2024,"cited_by_count":2},{"year":2022,"cited_by_count":2},{"year":2020,"cited_by_count":2},{"year":2018,"cited_by_count":2},{"year":2015,"cited_by_count":4},{"year":2013,"cited_by_count":1}],"updated_date":"2026-10-16T09:59:22.235173","created_date":"2016-06-24T00:00:00"}
