The Salience of Marketing Stimuli: An Incongruity-Salience Hypothesis on Consumer Awareness (Paperback)
  • The Salience of Marketing Stimuli: An Incongruity-Salience Hypothesis on Consumer Awareness (Paperback)
zoom

The Salience of Marketing Stimuli: An Incongruity-Salience Hypothesis on Consumer Awareness (Paperback)

(author)
£109.99
Paperback 296 Pages / Published: 12/10/2012
  • We can order this

Usually dispatched within 3 weeks

  • This item has been added to your basket
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.

Publisher: Springer-Verlag New York Inc.
ISBN: 9781461356455
Number of pages: 296
Weight: 492 g
Dimensions: 235 x 155 x 17 mm
Edition: Softcover reprint of the original 1st ed. 200

You may also be interested in...

The Challenger Sale
Added to basket
The Sell
Added to basket
£14.99
Paperback
Branding For Dummies
Added to basket
Contagious
Added to basket
£8.99
Paperback
DotCom Secrets
Added to basket
£14.95
Paperback
The Sales Bible, New Edition
Added to basket
The 22 Immutable Laws Of Marketing
Added to basket
Web Marketing All-in-One For Dummies
Added to basket
How Brands Grow
Added to basket
£22.50
Hardback
Selling
Added to basket
DK
£5.99
Paperback
Hooked
Added to basket
£12.99
Hardback
Selling to Win
Added to basket
£14.99
Paperback
Life's A Pitch
Added to basket
Marketing For Dummies
Added to basket

Reviews

Please sign in to write a review

Your review has been submitted successfully.