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The Salience of Marketing Stimuli - An Incongruity-Salience Hypothesis on Consumer Awareness (Hardcover, 2001 ed.)
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The Salience of Marketing Stimuli - An Incongruity-Salience Hypothesis on Consumer Awareness (Hardcover, 2001 ed.)
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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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