Initial soundings ...
... between two previously separate fields of research
At the invitation of the Institute of Marketing , a workshop on the topic of credition in marketing took place on 3 December 2024 on the premises of the Institute. The aim was to gain initial insight into whether credition research, which has its headquarters in Graz, could possibly contribute a piece of the puzzle to the broad field of marketing research.
Prof Andreas Strebinger
I first came into contact with the topic of credition when Prof Angel spoke following a lecture I gave. He argued that, from the point of view of credition research, a dichotomy, i.e. a sharp distinction, between emotional and rational approaches was not possible. Since then, we have had several conversations that have been very stimulating for both of us. They repeatedly centred on the question: To what extent does marketing research implicitly draw on a credition theory? In order to gain more detailed insights into the topic of credition, I organised a workshop on credition in marketing at our institute. This provided the opportunity to explore this question for the first time in a small group of experts.
Prof Hans-Ferdinand Angel
It is undisputed that the interaction between the various actors in the context of marketing activities is highly influenced by psychological aspects. But is the acceptance of products or strategies that are hardly known or not known at all also based to a certain extent on the processes known as creditions? Even though economic issues have already played a certain role in the Credition Research Network, it has not yet been explicitly discussed whether and to what extent belief processes are also relevant in the context of marketing. Prof Strebinger's fundamental interest in this question made it possible to hold a workshop at his institute in which the question could be discussed for the first time. A pioneering event.
