Advertising in Vocational Choices

Sometimes we have to make very important and directional decisions for our future life. They require a detailed decision-making process, in which the interplay of our emotions and cognitions is crucial. In order to understand these processes, we need to find out about individual needs and motivations.

This is where this research project starts and identifies the factors influencing career decisions - e.g. the need for security, a good work-life balance or the motivation of a pronounced social interest. It also identifies the online and offline channels relevant to the target groups. The discovered factors are to be transferred into advertising communication measures, e.g. poster and banner advertising or social media, and their communication success is finally tested.

All in all, this project thus deals with central aspects of marketing and is characterized by a special practical relevance in marketing communication.

Recommended starting literature:

    • Feldman, D. C.; Bearden, W. O.; Hardesty, D. M. (2006): „Varying the Content of Job Advertisements: The Effects of Message Specificity”, in: Journal of Advertising, 35. Jg., Heft 1, S. 123 – 142.

    • Scarduzio, J. A.; Real, K.; Slone, A.; Henning, Z. (2018): „Vocational Anticipatory Socialization, Self-Determination Theory, and Meaningful Work: Parents' and Children's Recollection of Memorable Messages About Work”, in: Management Communication Quarterly, 32. Jg., Heft 3, S. 431 – 461.

    • Leon, A.; Behrendt, S.; Nickolaus, R. (2018): „Interessenstrukturen von Studierenden und damit verbundene Potentiale für die Gewinnung von Lehramtsstudierenden“, in: Journal of Technical Education, 6. Jg., Heft 2, S. 40 – 54.

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