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Metaphern als Bühne der Bedürfnisse?

Eine empirische Studie zur Wirkung von Metaphern auf Bedürfnisse bei einer Imagekampagne für das Studium der Verfahrenstechnik

 

Abstract: In a study the effects of metaphors on need activation have been studied using an image campaign. In an online survey two groups of a total of 100 subjects were each presented with a poster at which process engineering as a degree course has been promoted multimodally with two different metaphors (soccer match, journey). Then they completed a needs questionnaire (Diefenbach, Lenz & Hassenzahl, 2014) that captures seven basic human needs. A statistical analysis revealed a significant effect of metaphor: The soccer game metaphor is associated with higher scores for connectedness and popularity and lower scores for meaningfulness and autonomy. For the journey metaphor the reverse is true. Obviously, not only cognitive, but also motivational factors are transferred by metaphorical framing – metaphors can activate in recipients a need structure that matches the characteristics of the source domain. That is, metaphor choice can specifically impact the perception of the promoted product as well as the resulting needs pattern.

Keywords: metaphor, metaphorical framing, needs, image campaign, process engineering



Autoren

Name:
Prof. Dr. Roland Mangold  Elektronische Visitenkarte
Forschungsgebiet:
Information Experience, Raumerleben, nutzerzentriertes Design von Informationsmedien
Funktion:
Professor
Lehrgebiet:
Informations- und Kommunikationspsychologie
Studiengang:
Informationsdesign (Bachelor, 7 Semester)
Fakultät:
Fakultät Information und Kommunikation
Raum:
I221, Nobelstraße 8 (Nobelstraße 8)
Telefon:
0711 8923-3119
Telefax:
0711 8923-3300
E-Mail:
mangold@hdm-stuttgart.de
Homepage:
http://www.hdm-stuttgart.de/idb/team/mangold
Roland Mangold

Name:
Prof. Dr. Judith Papadopoulos  Elektronische Visitenkarte
Forschungsgebiet:
Konzeptuelle Metaphern: Multimodalität & Anwendungsverfahren / Embodied Cognition & Onlinekommunikation / Textwirkungsforschung
Funktion:
Professorin
Lehrgebiet:
Multimodalität und Multimedialität im Textdesign; Schreiben: technisch, narrativ, wissenschaftlich und crossmedial
Studiengang:
Informationsdesign (Bachelor, 7 Semester)
Fakultät:
Fakultät Information und Kommunikation
Raum:
I221, Nobelstraße 8 (Nobelstraße 8)
Telefon:
0711 8923-3262
Judith Papadopoulos

Name:
Franziska Schulz

Eingetragen von

Name:
Prof. Dr. Judith Papadopoulos  Elektronische Visitenkarte


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