Author: Jerry Corrie Olson
Publisher:
ISBN:
Category :
Languages : en
Pages : 28

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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: Charles W. Lamb, Jr.
Publisher: Marketing Classics Press
ISBN: 1613112343
Category : Business & Economics
Languages : en
Pages : 283

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Author: Thomas J. Reynolds
Publisher: Psychology Press
ISBN: 1135693161
Category : Business & Economics
Languages : en
Pages : 463

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This edited volume will help business and academic researchers understand the means-end approach to understanding consumers. This is a qualitative marketing research method to gain customer insight into decision making.

Author: Thomas M. Shephard
Publisher:
ISBN:
Category : Consumer behavior
Languages : en
Pages : 384

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Author: Philip Arthur Dover
Publisher:
ISBN:
Category : Advertising
Languages : en
Pages : 14

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Author: Ludwig Theuvsen
Publisher: BRILL
ISBN: 9086866050
Category : Technology & Engineering
Languages : en
Pages : 509

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This publication comprises material on recent studies on quality management in agri-food chains. Due to several food crisis’s (e.g. BSE, Foot-and-Mouth disease) and growing demands for food quality and safety, quality management systems and quality assurance schemes have been widely adopted in different countries in recent years. Scientific knowledge about the features, the acceptance and the effectiveness and efficiency of these newly introduced quality management initiatives, has remained scarce until now. The material by experts in the field, focuses on the evaluation of quality management systems and quality assurance schemes. The main issues are the costs and benefits of quality management given the influence of the public sector and consumers' expectations about food quality and safety. Not only are benchmarking and harmonisation methods examined with regard to their impact on the effectiveness of quality assurance schemes, but, also the role of trust, cooperation and integration for efficient quality management is discussed. Different economic theories such as microeconomics, organization and marketing theory as well as advanced statistical methods are applied. Concepts are discussed from the various points of view of industrialised, export-oriented and developing countries throughout the book. The information in this book give a comprehensive review of quality management concepts in food chains and highlight future research directions from a global perspective. This book is of interest to all those who concern themselves with the topic, be it in academia or in the professional sector.

Author: Jerry Corrie Olson
Publisher:
ISBN:
Category :
Languages : en
Pages : 24

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Author: Siew Meng Leong
Publisher:
ISBN:
Category : Selling
Languages : en
Pages : 412

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Author: Klaus Backhaus
Publisher:
ISBN:
Category : Industrial procurement
Languages : en
Pages : 26

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