The Salience of Marketing Stimuli: An Incongruity-Salience Hypothesis on Consumer Awareness - Image 1

£111.89

Springer The Salience of Marketing Stimuli: An Incongruity-Salience Hypothesis on Consumer Awareness

Name: The Salience of Marketing Stimuli: An Incongruity-Salience Hypothesis on Consumer Awareness
Brand: Springer
Price: 111.89 GBP
Availability: InStock

Management

About as cheap as it gets. The only time it was cheaper was 2 months ago.

£112 today · all-time low £111 (May 2026) · usually £113

NEW HERE?

Amazon shows you one price. We show you all of them.

Tosheroon watches Amazon prices so you don't have to. Every product on Amazon has a price history — we make it visible. Set the price you'd actually pay, and we'll email you the second it gets there. No app, no account, one email.

WHAT'S ON THIS PAGE

↓ Price chart
when this has been cheap or pricey

↓ Forecast
where the price is heading next

↓ Statistics
all-time high & low, recent range

↑ Price alert
name your number, we'll email you

Price History & Forecast

Grey patches = out of stock. Cheaper = lower on the chart. Hover for exact prices.

Last 88 days • 88 data points

Historical

Generating forecast...

Price Distribution

Price distribution over 88 days • 5 price levels

Days at Price

Current Price

Price Analysis

Most common price: £111 (43 days, 48.9%)

Price range: £111 - £119

Price levels: 5 different prices over 88 days

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.

Product Specifications

Brand: Springer
Format: hardcover
ASIN: 0792373243
Category: Books > Subjects > Business, Finance & Law > Management
Domain: Amazon UK
Release Date: 30 April 2001
Listed Since: 06 February 2007

Barcode

No barcode data available

Springer The Salience of Marketing Stimuli: An Incongruity-Salience Hypothesis on Consumer Awareness

About as cheap as it gets. The only time it was cheaper was 2 months ago.

Price History & Forecast

Price Distribution

Price Analysis

Description

Product Specifications

Barcode

Similar Products You Might Like

Emotion in Advertising: Theoretical and Practical Explorations

Consumer Behavior: Empirical Research (Legend in Marketing)

Advances in Advertising Research (Vol. XI): Designing and Communicating Experience (European Advertising Academy)

Advances in Advertising Research X: Multiple Touchpoints in Brand Communication: 10 (European Advertising Academy)

Measuring the Effectiveness of Image and Linkage Advertising: The Nitty-Gritty of Maxi-Marketing

Applying Social Cognition to Consumer-Focused Strategy (Advertising and Consumer Psychology Series)

Advertising in the 60s: Turncoats, Traditionalists, and Waste Makers in America's Turbulent Decade

Integrated Advertising, Promotion and Marketing Communications with MyMarketingLab, Global Edition

Advertising Cultures: Gender, Commerce, Creativity (Culture, Representation and Identity series)

Multi Pack: Consumer Behavior and Managerial Decision Making:(International Edition) with Marketing Communications:A European Perspective

Intrinsisch motiviertes Streben nach sozialer Anerkennung: Eine Analyse der Ursachen und Wirkung

Routledge Visual Methods in Marketing and Consumer Research

Marketing Scales Handbook: Multi-Item Measures for Consumer Insight Research, Volume 11

Marketing, Rhetoric and Control: The Magical Foundations of Marketing Theory (Routledge Studies in Marketing)

Brand Psychology: The Art and Science of Building Strong Brands

Rethinking Marketing: Qualitative Strategies and Exotic Visions

The Customer is NOT Always Right? Marketing Orientations in a Dynamic Business World: Proceedings of the 2011 World Marketing Congress (Developments ... of the Academy of Marketing Science)

Valuepack: Marketing Management with Marketing Strategy Plus Business Students Handbook Plus Research Methods for Business Students

International Advertising Law. 3rd Edition: Problems, Cases, and Commentary

Pervasive Advertising (Human–Computer Interaction Series)

Advertising and Integrated Brand Promotion (with CourseMate with Ad Age Printed Access Card)

Auswirkungen des dynamisch veränderten Kaufverhaltens auf das Multi Channel Marketing sowie die Rolle von Empfehlungen zur Beeinflussung des Kaufverhaltens: Eine empirische Analyse

Erfolgsfaktoren von Markenerweiterungen (Werbe- und Markenforschung)

Vergleichende Werbung: Theoretischer Bezugsrahmen und empirische Untersuchung zur Werbewirkung (Forschungsgruppe Konsum und Verhalten)