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The Salience of Marketing Stimuli. An Incongruity-Salience Hypothesis on Consumer Awareness.
Gianluigi . Ed(S): Guido
€ 191.03
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Description for The Salience of Marketing Stimuli. An Incongruity-Salience Hypothesis on Consumer Awareness.
hardcover. Presents a theoretical approach for enhancing consumer processing and memory of marketing communication. This book is suitable for academic scholars, and also for marketers who plan ad campaigns and launch new products. Editor(s): Guido, Gianluigi. Num Pages: 296 pages, biography. BIC Classification: KJS. Category: (P) Professional & Vocational; (UP) Postgraduate, Research & Scholarly; (UU) Undergraduate. Dimension: 235 x 155 x 19. Weight in Grams: 631.
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
Hardback
Publication date
2001
Publisher
Kluwer Academic Publishers United States
Number of pages
296
Condition
New
Number of Pages
296
Place of Publication
Dordrecht, Netherlands
ISBN
9780792373247
SKU
V9780792373247
Shipping Time
Usually ships in 15 to 20 working days
Ref
99-15
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