The Salience Of Marketing Stimuli

Author : Gianluigi Guido
Publisher : Springer Science & Business Media
Page : 308 pages
File Size : 41,8 Mb
Release : 2012-12-06
Category : Business & Economics
ISBN : 9781461516217

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The Salience of Marketing Stimuli by Gianluigi Guido Pdf

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 : Ravi Kumar
Publisher : GRIN Verlag
Page : 18 pages
File Size : 43,8 Mb
Release : 2016-08-01
Category : Business & Economics
ISBN : 9783656988571

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Consumer Behavior. The role of Consumer Behavior in marketing strategy in the 3 marketing stimuli by Ravi Kumar Pdf

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 : Naresh K. Malhotra
Publisher : Emerald Group Publishing
Page : 224 pages
File Size : 55,9 Mb
Release : 2008-01-01
Category : Business & Economics
ISBN : 9780857247261

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Review of Marketing Research by Naresh K. Malhotra Pdf

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 : Eva Lang
Publisher : GRIN Verlag
Page : 23 pages
File Size : 41,8 Mb
Release : 2022-09-08
Category : Business & Economics
ISBN : 9783346718624

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The placebo effect of marketing. Investigating the effect of price on consumption experience by Eva Lang Pdf

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.

Author : V. Srinivasan,Paul Van den Abeele,I. Butaye
Publisher : Unknown
Page : 28 pages
File Size : 47,6 Mb
Release : 1979
Category : Electronic
ISBN : OCLC:63248818

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The Factor Strucure of Multidimensional Response to Marketing Stimuli by V. Srinivasan,Paul Van den Abeele,I. Butaye Pdf

Author : Frank R. Kardes,Paul Herr,Jacques Nantel
Publisher : Psychology Press
Page : 402 pages
File Size : 42,5 Mb
Release : 2005
Category : Business & Economics
ISBN : 0805855203

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Applying Social Cognition to Consumer-focused Strategy by Frank R. Kardes,Paul Herr,Jacques Nantel Pdf

This edited volume discusses contributions the field of social cognition makes to advertising and consumer psychology--including models of persuasion, the attitude-behavior relation, judgment and inference, cognitive representation, and decision making.

Author : Jaana Simola, Jukka Hyönä, Jarmo Kuisma
Publisher : Frontiers Media SA
Page : 125 pages
File Size : 46,9 Mb
Release : 2015-02-24
Category : Physiology
ISBN : 9782889194162

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Perception of visual advertising in different media: from attention to distraction, persuasion, preference and memory by Jaana Simola, Jukka Hyönä, Jarmo Kuisma Pdf

This Research Topic aims to showcase the state of the art in visual advertising research. Although visual processes are a central component of consumer behavior, they have been largely neglected in models explaining consumer perception of advertising. Rather than being the mere input into the cognitive or affective systems, the visual processes both voluntarily and involuntarily affect the amount and quality of information that is passed into further mental processing. Moreover, advertisements provide a well- designed, rich and stimulating environment to study visual processes in real-life conditions. Consumers encounter thousands of advertisement messages per day. Previous research on visual perception of advertising mostly considers print advertising. However, advertising messages increasingly appear in a variety of formats and in different media. Part of these messages are still conveyed through traditional media, such as newspapers, magazines, television, as well as outdoor and supermarket advertising. In addition, the amount and diversity of visual marketing stimuli is rapidly growing in terms of different advertising formats appearing in online and social media, smartphones and tablets. This challenges the marketing professionals and academics to better understand the impact of marketing on consumers. At the same time, the technical development of the research methods allows better opportunities to investigate advertising perception in different environments. Traditionally, papers investigating the psychological processes underlying advertising perception are published in journals widespread across different disciplines, such as marketing, applied psychology and human computer interaction journals. With this Research Topic, we aim to create a forum in which experts in different fields define the state of the art and future directions of the research on the visual aspects of marketing. We include reviews and original research papers involving both empirical and theoretical studies on visual perception of advertising across different media.

Author : Aradhna Krishna
Publisher : Routledge
Page : 410 pages
File Size : 40,8 Mb
Release : 2011-02-25
Category : Business & Economics
ISBN : 9781135429959

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Sensory Marketing by Aradhna Krishna Pdf

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 : Bertil Hultén
Publisher : Routledge
Page : 435 pages
File Size : 44,7 Mb
Release : 2015-10-08
Category : Business & Economics
ISBN : 9781317427841

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Sensory Marketing by Bertil Hultén Pdf

Sensory Marketing offers a global view of the use of senses in marketing strategy based on consumers' perception and behaviour. Integrating the company constraints and classical approaches of branding and communication, the author presents sensory marketing as an emergent marketing paradigm in theory and practice. This book will be an important contribution that will provide useful reading for marketing scholars and consumer psychologists across the world.

Author : Michel Wedel,Rik Pieters
Publisher : Psychology Press
Page : 269 pages
File Size : 43,9 Mb
Release : 2007-09-19
Category : Business & Economics
ISBN : 9781136676482

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Visual Marketing by Michel Wedel,Rik Pieters Pdf

This comprehensive volume aims to further research and theory development in visual marketing. By bringing together leading researchers in the field, it strives to contribute to the establishment of visual marketing as a coherent discipline. The chapters represent an array of issues in visual marketing. They address three areas in theory: attention

Author : John Philip Jones
Publisher : M.E. Sharpe
Page : 236 pages
File Size : 43,8 Mb
Release : 2006-10-12
Category : Business & Economics
ISBN : 0765636301

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When Ads Work by John Philip Jones Pdf

The accepted wisdom in advertising is that ad campaigns are good for building brand recognition and good will, but not for immediate sales impact. When Ads Work argues the opposite--that well-planned and well-executed advertising campaigns can and should have an immediate impact on sales. Featuring numerous examples from recent ad campaigns, the new edition of this popular book is a model for any successful advertising research program. With a device he calls STAS (Short Term Advertising Strength)--a measure of the immediate effect of advertising on sales--the author demonstrates that the strongest ad campaigns can triple sales, while the weakest campaigns can actually cause sales to fall by more than 50 percent. He exposes sales promotions as wasteful, especially when they are unsupported by advertising, and also demonstrates the strong synergy that can operate between advertising and promotion when they are planned and executed in an integrated fashion. When Ads Work offers eye-opening research and practical information that no one who studies advertising or spends advertising dollars can afford to ignore.

Author : Henry Assael
Publisher : Arden Shakespeare
Page : 728 pages
File Size : 54,9 Mb
Release : 1984
Category : Business & Economics
ISBN : WISC:89011096682

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Consumer Behavior and Marketing Action by Henry Assael Pdf

Author : David M Jones
Publisher : Routledge
Page : 258 pages
File Size : 41,7 Mb
Release : 2015-03-26
Category : Business & Economics
ISBN : 9781317452119

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When Ads Work by David M Jones Pdf

The "accepted wisdom" in advertising is that ad campaigns are good for building brand recognition and good will, but not for immediate sales impact. "When Ads Work" argues the opposite - that well-planned and well-executed advertising campaigns can and should have an immediate impact on sales. Featuring numerous examples from recent ad campaigns, the new edition of this popular book is a model for any successful advertising research program. With a device he calls STAS (Short Term Advertising Strength) - a measure of the immediate effect of advertising on sales - the author demonstrates that the strongest ad campaigns can triple sales, while the weakest campaigns can actually cause sales to fall by more than 50 percent. He exposes sales promotions as wasteful, especially when they are unsupported by advertising, and also demonstrates the strong synergy that can operate between advertising and promotion when they are planned and executed in an integrated fashion. "When Ads Work" offers eye-opening research and practical information that no one who studies advertising or spends advertising dollars can afford to ignore.

Author : Bob M. Fennis,Wolfgang Stroebe
Publisher : Psychology Press
Page : 451 pages
File Size : 41,6 Mb
Release : 2015-12-22
Category : Psychology
ISBN : 9781317398950

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The Psychology of Advertising by Bob M. Fennis,Wolfgang Stroebe Pdf

Advertising is a ubiquitous and powerful force, seducing us into buying wanted and sometimes unwanted products and services, donating to charitable causes, voting for political candidates, and changing our health-related lifestyles for better or worse. The impact of advertising is often subtle and implicit, but sometimes blatant and impossible to overlook. This revised and fully updated new edition of The Psychology of Advertising offers a comprehensive and state-of-the-art overview of the psychological findings on the impact of advertising, and discusses the research in the context of recent developments in the fields of social and consumer psychology. Key questions covered in the volume include: What impact does advertising have on consumer behavior? What causes this impact? What are the psychological processes responsible for the effectiveness of advertising? How do consumers make sense of advertising messages? Which messages "get across" successfully and when, and why? How do new online and digital technologies affect consumer judgement and choice? Engagingly written, and including a comprehensive glossary of frequently used concepts, The Psychology of Advertising is a unique and invaluable resource for advanced undergraduate and graduate students, and for researchers and lecturers in social psychology, marketing, and communications. It is also a valuable guide for professionals working in advertising, public health, public services and political communication.

Author : Tina M. Lowrey
Publisher : Psychology Press
Page : 320 pages
File Size : 44,8 Mb
Release : 2020-07-24
Category : Business & Economics
ISBN : 9781000149487

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Psycholinguistic Phenomena in Marketing Communications by Tina M. Lowrey Pdf

The field of psycholinguistics and the application of psycholinguistic theory to advertising and marketing communication has become a topic of great prominence in the field of consumer behavior. Psycholinguistic Phenomena in Marketing Communications is the first book to address the growing research in this area. This timely volume combines research conducted by current scholars as it demonstrates diversity of the field in terms of relevant topics and methodological approaches. It examines brand names and their semantic and sound-based impact; sentence structure and research in marketing communication; advertising narratives evoking emotional responses; the effects of empathy response on advertising; and the role of language and images in creation of advertising. The book includes authors from a variety of fields, including mass communication, marketing, social psychology, linguistics, and neuropsychology. A range of perspectives is discussed, from qualitative text analysis to controlled psychological experimentation. Psycholinguistic Phenomena in Marketing Communications is intended for students and scholars in numerous disciplines, such as advertising, marketing, social psychology, sociology, and linguistics. It is also suitable for graduate courses in these disciplines.