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Blickbewegungsmessung in der Präferenzforschung

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Angewandtes Gesundheitsmarketing

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Zusammenfassung

Präferenz kann als die Bevorzugung einer Idee, einer Person oder eines Produkts gegen-über anderen Optionen zu einem bestimmten Zeitpunkt verstanden werden (vgl. Helm/Steiner 2008). In frühen Forschungen der Sozialpsychologie wurde Präferenz unter dem Stichwort Einstellungen und deren Erhalt bzw.

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Author information

Authors and Affiliations

  1. Professur Ingenieurpsychologie und Kognitive Ergonomie, Technischen Universität Dresden, Dresden, Deutschland

    Kerstin Kusch (Wissenschaftliche Mitarbeiterin) & Dr. Jens R. Helmert (Leiter der ESF-Nachwuchsforschergruppe)

  2. Instituts für Psychologie III, Technischen Universität Dresden, Dresden, Deutschland

    Prof. Dr. Boris M. Velichkovsky (Leiter)

Authors
  1. Kerstin Kusch
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  2. Dr. Jens R. Helmert
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  3. Prof. Dr. Boris M. Velichkovsky
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Editors and Affiliations

  1. Institut für Betriebswirtschaftslehre, Christian-Albrechts-Universität zu Kiel, Olshausenstr. 40, Kiel, 24098, Germany

    Stefan Hoffmann

  2. Technische Universität Dresden, Helmholtzstr. 10, Dresden, 01069, Germany

    Uta Schwarz

  3. Technische Universität Dresden, Helmholtzstraße 10, Dresden, 01069, Germany

    Robert Mai

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Kusch, K., Helmert, J., Velichkovsky, B. (2012). Blickbewegungsmessung in der Präferenzforschung. In: Hoffmann, S., Schwarz, U., Mai, R. (eds) Angewandtes Gesundheitsmarketing. Springer Gabler, Wiesbaden. https://doi.org/10.1007/978-3-8349-4035-3_10

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  • DOI: https://doi.org/10.1007/978-3-8349-4035-3_10

  • Publisher Name: Springer Gabler, Wiesbaden

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