Abstract
All marketing stimuli, initially, exist in the consumer’s external world and, therefore, they must be perceived to have an impact at all. Yet, only those stimuli that in a certain context are prominent to some extent to the individual consumer will have an impact on the outcomes of consumer information processes. The conditions under which this prominence has an influence on the marketing variables (inputs, stimuli) in the perceptual process, as well as its antecedents and its consequences on marketing, are the subject of a new model of salience which will be presented in some detail in this chapter.
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© 2001 Springer Science+Business Media New York
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Guido, G. (2001). A Model of Incongruity-Salience. In: The Salience of Marketing Stimuli. Springer, Boston, MA. https://doi.org/10.1007/978-1-4615-1621-7_3
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DOI: https://doi.org/10.1007/978-1-4615-1621-7_3
Publisher Name: Springer, Boston, MA
Print ISBN: 978-1-4613-5645-5
Online ISBN: 978-1-4615-1621-7
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