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Author : Gianluigi Guido
Release : 2001-04-30
Genre : Business & Economics
Kind : eBook
Book Rating : 247/5 ( reviews)
Book Synopsis The Salience of Marketing Stimuli by : Gianluigi Guido
Download or read book The Salience of Marketing Stimuli written by Gianluigi Guido. This book was released on 2001-04-30. Available in PDF, EPUB and Kindle. Book excerpt: This book presents a theoretical approach for enhancing consumer processing and memory of marketing communication.
Author : Gianluigi Guido
Release : 2012-12-06
Genre : Business & Economics
Kind : eBook
Book Rating : 218/5 ( reviews)
Book Synopsis The Salience of Marketing Stimuli by : Gianluigi Guido
Download or read book The Salience of Marketing Stimuli written by Gianluigi Guido. This book was released on 2012-12-06. Available in PDF, EPUB and Kindle. Book excerpt: 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 : Rani Mohamad Karimeh
Release : 1996
Genre : Advertising
Kind : eBook
Book Rating : /5 ( reviews)
Book Synopsis The Effects of Marketing Stimuli by : Rani Mohamad Karimeh
Download or read book The Effects of Marketing Stimuli written by Rani Mohamad Karimeh. This book was released on 1996. Available in PDF, EPUB and Kindle. Book excerpt:
Author : Ravi Kumar
Release : 2016-08-01
Genre : Business & Economics
Kind : eBook
Book Rating : 579/5 ( reviews)
Book Synopsis Consumer Behavior. The role of Consumer Behavior in marketing strategy in the 3 marketing stimuli by : Ravi Kumar
Download or read book Consumer Behavior. The role of Consumer Behavior in marketing strategy in the 3 marketing stimuli written by Ravi Kumar. This book was released on 2016-08-01. Available in PDF, EPUB and Kindle. Book excerpt: Seminar paper from the year 2014 in the subject Business economics - Offline Marketing and Online Marketing, grade: 10, Lancaster University, course: Consumer Behaviour, language: English, abstract: This text gives an overview on consumer behavior and the subsequent marketing strategies that can be developed. We can say that consumer behavior plays an important role in the field of choosing, buying, and using the product. There are many definitions of consumer behavior. As given in a book published by sage publication “Consumer behavior is the activities people undertake when obtaining, consuming and disposing of products and services (Blackwell et al., 2001)”. This definition is widely used mostly everywhere. Consumer behavior doesn’t mean that it’s just about how consumer behavior while buying a product or services its more about the steps that consumer and his/her mind will go through before purchasing any product, the psychological factors plays a vital in the selection of the steps and the product or services that can include, the attitude and the thought process of the consumer getting effected by his background where is he/she is coming from, the environment around the consumer also affects the decision making power.
Author : Eva Lang
Release : 2022-09-08
Genre : Business & Economics
Kind : eBook
Book Rating : 62X/5 ( reviews)
Book Synopsis The placebo effect of marketing. Investigating the effect of price on consumption experience by : Eva Lang
Download or read book The placebo effect of marketing. Investigating the effect of price on consumption experience written by Eva Lang. This book was released on 2022-09-08. Available in PDF, EPUB and Kindle. Book excerpt: Scientific Essay from the year 2020 in the subject Business economics - Offline Marketing and Online Marketing, grade: 1,0, Copenhagen Business School, language: English, abstract: Several studies investigated how marketing actions can affect consumers’ product perception and thereby evoke a placebo effect. Notably, Irmak et al. (2005) were able to trigger identical objective body reactions for a product and its placebo. This suggests that manipulating marketing stimuli can not only alter subjective perceptions, but also objective physical product responses. This is in line with the inconsistent quality perceptions of NBs and PLs and leads to this paper’s research problem: What are the subconscious processes that explain how price impacts subjective taste experiences? Taste experiences are closely linked to quality assessments which are both crucial for purchase decisions, thereby impacting a company’s financial outcomes. It is thus relevant for marketers to understand how consumers derive their evaluations and how external attributes can affect them in a placebo-like manner. For this reason, the research question will be accompanied by a review of how neuroscientific approaches can add to the understanding of the placebo effect and how it can be leveraged by marketers.
