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The Salience of Marketing Stimuli. An Incongruity-salience Hypothesis on Consumer Awareness.
Gianluigi Guido
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Description for The Salience of Marketing Stimuli. An Incongruity-salience Hypothesis on Consumer Awareness.
Paperback. Num Pages: 296 pages, biography. BIC Classification: KJSM. Category: (P) Professional & Vocational. Dimension: 234 x 156 x 17. Weight in Grams: 492.
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 ... Read more
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 ... Read more
Product Details
Format
Paperback
Publication date
2012
Publisher
Springer-Verlag New York Inc. United States
Number of pages
296
Condition
New
Number of Pages
296
Place of Publication
New York, NY, United States
ISBN
9781461356455
SKU
V9781461356455
Shipping Time
Usually ships in 15 to 20 working days
Ref
99-15
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