Attitudes, Knowledge & Taxonomies as Basic Constructs

Thomas Hörner ()

Chapter Chapter 3 in Advertising Impact and Controlling in Content Marketing, 2023, pp 57-70 from Springer

Abstract: Abstract Attitudes are a central mental construct in psychology. They are based on various beliefs and knowledge that are organized in hierarchical and non-hierarchical structures in human memory, e.g. in the form of taxonomies that are particularly important for content marketing or as associations. All theses constructs are important basics regarding the advertising effect of content marketing.

Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-658-40551-9_3

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DOI: 10.1007/978-3-658-40551-9_3

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