Salience of Marketing Stimuli

Name: Salience of Marketing Stimuli
Brand: Springer
SKU: 9780792373247
Price: 59468 HUF
Availability: InStock

An Incongruity-Salience Hypothesis on Consumer Awareness

Szerző: Gianluigi Guido

Nyelv:

Kötés: Kemény kötésű

Kiadó: Springer

Elérhetőség: Beszállítói készleten

Küldés 10-13 napon belül

59 468 Ft

In consumer and social psychology, salience has been generally treated as an attribute of a stimulus...

Információk a könyvről

Szerző

Gianluigi Guido

Nyelv

Angol

Kötés

Könyv - Kemény kötésű

Kiadva

2001

oldal

296

EAN

9780792373247

ISBN

0792373243

Enbook ID

05250922

Kiadó

Springer

Súly

1390

Méretek

155 x 235 x 22

Teljes leírás

In consumer and social psychology, salience has been generally treated as an attribute of a stimulus, which allows it to stand out and be noticed. Researchers, however, have only vaguely articulated the theoretical underpinnings of this term, thus impeding a thorough understanding of the perceptual processes behind its use in complex marketing communications. This book presents a theoretical approach for enhancing consumer processing and memory of marketing communication. Using schema theory and an information processing approach, the model introduced here - briefly referred to as the In-salience hypothesis emphasizes the nature of prominence which is intrinsic to any salience construct reviewed in literature. This model is part of wider Dichotic theory of salience, according to which a stimulus is salient either when it is incongruent in a certain context to a perceiver's schema, or when it is congruent in a certain context to a perceiver's goal. According to the four propositions of the model, in-salient stimuli are better recalled, affect both attention and interpretation, and are moderated by the degree of perceivers' comprehension (i.e., activation, accessibility, and availability of schemata), and involvement (i.e., personal relevance of the stimuli). Results of two empirical studies on print advertisements show that in-salient ad messages have the strongest impact in triggering ad processing which, in turn, leads to consumer awareness. The reading of this book is therefore recommended not only to academic scholars, but also to marketers especially planning ad campaigns and launches of new products.

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Salience of Marketing Stimuli

An Incongruity-Salience Hypothesis on Consumer Awareness

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Teljes leírás

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Azok a vásárlók, akik ezt a könyvet megvásárolták, a következőket is megvásárolták