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Author: Gianluigi Guido
Publisher: Springer Science & Business Media
ISBN: 1461516218
Category : Business & Economics
Languages : en
Pages : 308
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Book 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.
Author: Gianluigi Guido
Publisher: Springer Science & Business Media
ISBN: 1461516218
Category : Business & Economics
Languages : en
Pages : 308
Get Book Here
Book 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.
Author: Naresh K. Malhotra
Publisher: Emerald Group Publishing
ISBN: 0857247263
Category : Business & Economics
Languages : en
Pages : 223
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Book Description
Provides articles by the marketing field's leading researchers and academicians. This work includes chapters that are not only theoretically rigorous but also offer detail, including literature reviews, advanced methodologies, empirical studies, emerging trends, international developments, and guidelines for implementation.
Author: Michel Wedel
Publisher: Now Publishers Inc
ISBN: 1601981546
Category : Business & Economics
Languages : en
Pages : 105
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Book Description
Eye-Tracking for Visual Marketing examines the structure of the eye, the visual brain, eye-movements, and methods for recording and analyzing them. It describes the authors' theory and reviews eye-tracking applications in marketing based on this theory.
Author: Luiz Moutinho
Publisher: Routledge
ISBN: 1136242856
Category : Business & Economics
Languages : en
Pages : 698
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Book Description
The Routledge Companion to the Future of Marketing provides the reader with a comprehensive and original set of visionary insights into the future of marketing. This prestigious collection aims to challenge the mindset of academics, moving their thinking processes from current thinking into new perspectives and advances in marketing knowledge. Selected Contents: Part 1: New Paradigms and Philosophical Insights Part 2: Contributions from other Scientific Fields Part 3: Reconnecting with Consumers and Markets Part 4: New Methodological Insights in Scholarly Research in the Field
Author: Aradhna Krishna
Publisher: Routledge
ISBN: 1135429952
Category : Business & Economics
Languages : en
Pages : 410
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Book Description
What is sensory marketing and why is it interesting and also important? Krishna defines it as marketing that engages the consumers’ senses and affects their behaviors. In this edited book, the authors discuss how sensory aspects of products, i.e., the touch , taste, smell, sound, and look of the products, affect our emotions, memories, perceptions, preferences, choices, and consumption of these products. We see how creating new sensations or merely emphasizing or bringing attention to existing sensations can increase a product’s or service’s appeal. The book provides an overview of sensory marketing research that has taken place thus far. It should facilitate sensory marketing by practitioners and also can be used for research or in academic classrooms.
Author: Nicholas O'Shaughnessy
Publisher: Routledge
ISBN: 1351669907
Category : Business & Economics
Languages : en
Pages : 305
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Book Description
In this fascinating volume, Nicholas O’Shaughnessy elucidates the phenomenon of the Nazi propaganda machine via the perspective of consumer marketing, conceptualising the Reich as a product campaign. Building on his acclaimed Selling Hitler (2016), he uses marketing scholarship to show how propaganda and political marketing existed not merely as an instrument of government in Nazi Germany, but as the very medium of government itself. Marketing the Third Reich explores the insidious connection between a mass culture and a political movement, and how the cultures of consumption and politics influence and infect each other – consumerised politics and politicised consumption. Ultimately its concern is with the ‘engineering of consent’ – the troubling matter of how public opinion can be manufactured, and governments elected, via sophisticated methodologies of persuasion developed in the consumer economy. Nazism functioned as a brand, packaging almost everything with persuasive purpose. Revealing obvious parallels between Adolf Hitler’s use of the living theatre of politics, and our present public–political dramaturgy, between Nazi lies and our post-truth, the book raises the chilling question: was Hitler ahead of his time? This radical, original, in-depth study will be an invaluable resource for all scholars of marketing history, political marketing, propaganda and history.
Author: Elisa Tamarkin
Publisher: University of Chicago Press
ISBN: 022645312X
Category : Literary Criticism
Languages : en
Pages : 445
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Book Description
"Before 1800 nothing was irrelevant. So argues Elisa Tamarkin's sweeping cultural history of a key shift in consciousness: the arrival, around 1800, of "relevance" as the means to grasp how something previously disregarded becomes important and interesting. At a time when so much makes claims to attention every day, how does one decide what is most valuable right now? This is not only a contemporary problem. For Ralph Waldo Emerson, the question for the nineteenth century was how, in the immensity and "succession" of objects, anything becomes a proper object of experience. How that question was finally defined as one of relevance is the story of Apropos of Nothing. Relevance, Tamarkin shows, was primarily an Anglo-American concept. It engaged major intellectual figures, centrally the pragmatists-William James, Alain Locke, and John Dewey-and before them thinkers including Emerson and Alfred North Whitehead. Most of all, relevance was a problem for the worlds of art, literature, education, and criticism. These were fascinated by how old, boring, distant, or unfamiliar things get taken in; how they are admitted as meaningful; how they come home to us like the ludicrous raven comes to Edgar Allan Poe's student in the middle of the night in some obscure connection with himself. Many nineteenth-century American artists saw their paintings as pragmatic works that make relevance-that suggest versions of events that feel apropos of our world the moment we see them. (Tamarkin's book is richly illustrated, in color, with works by Winslow Homer, Abbott Handerson Thayer, Edgar Degas, and others.) Relevance remains a conundrum, especially for the humanities. It obliges us to say why we admit Poe's poem-or, say, a line of Emerson's-is interesting enough to study it, to dedicate ourselves to understanding it, to affirming that this effort is, in Emerson's words, "relevant to me and mine, to nature, and the hour that now passes.""--
Author: Carlo Cenciarelli
Publisher: Oxford University Press
ISBN: 0190853611
Category : Music
Languages : en
Pages : 789
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Book Description
Defines a new area of interdisciplinary research, Looks at the ways in which listening to film is situated in textual, spatial, and historical practices, Covers a broad span of film history, from early cinema and European art cinema to contemporary science fiction and live-score screenings, Extends the study of film sound beyond film, considering cinema in relation to media ranging from shadow plays and photograph musicals to video games and VR. Book jacket.
Author: Gianluigi Guido
Publisher: Peter Lang
ISBN: 9783034300957
Category : Business & Economics
Languages : en
Pages : 200
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Book Description
This book presents five related studies, each dealing with the issue of the motivations behind ethical choices of consumption and discussing their implications on marketing strategy. The fields of investigation range from organic food to genetically modified products, from bio-fuels to new low-emission transport technologies, the consumption of each of which has by its very nature a recognized ethical validity. On these themes, this volume offers a European point of view and, in particular, an Italian one, either extending studies undertaken in various countries, or proposing new and original lines of research into the antecedents of purchase intentions that have never before been explored.
Author: John M.T. Balmer
Publisher: Routledge
ISBN: 1135100608
Category : Business & Economics
Languages : en
Pages : 204
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Book Description
Corporate marketing and corporate communications are topics that have grown in scholarly and practical importance in these last decades. Fields such as branding, marketing communications and public relations have all contributed to this boost. Whilst there is a large amount of literature on each of these disciplines, there is little systematic development from the perspective of corporate marketing and corporate communication studies, although these two have the most to contribute to how companies manage their brands, image and corporate identities in the 21st Century. This book seeks to redress this balance and provide insights, via case studies or histories, on issues such as nation branding, managing multiple corporate identities during merger and acquisitions and establishing a company’s CSR and green image. Scholars from various disciplines within the fields of public relations, branding, marketing and corporate identity have come together in Contemporary Perspectives on Corporate Marketing to offer the latest approaches and studies in these areas. As such, it will become a platform for developments in the field and serve as a respected reference resource for corporate marketing and corporate communication studies.
