{"product_id":"9781461356455","title":"Salience of Marketing Stimuli","description":"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.","brand":"Gianluigi Guido","offers":[{"title":"Default Title","offer_id":46764083249470,"sku":"9781461356455","price":4657.52,"currency_code":"ZAR","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0784\/4357\/7662\/products\/9781461356455_f4829fea-8023-46c9-830a-08a123969fdd.jpg?v=1707471929","url":"https:\/\/exclusivebooks.co.za\/products\/9781461356455","provider":"Exclusive Books Online","version":"1.0","type":"link"}