I.S., salient approaches to information retrieval and marketing

Reference earlier post on approaches to advertising / marketing, generation x,y & z plus the dimensions of communication.

“..communicative aspects associated with age salience in the grandparent – grandchild relationship, the extent to which various dimension of communication predicts measures of salience, relational or inter-family proximity, and attitudes towards aging..”

Same engine | methods

Keynotes include: Gianluigi Guido’s – The Salience of Marketing Stimuli: an incongruity – salience hypothesis on consumer awareness

“The book clearly defines the history of the definition of salience and the ambiguities of arriving at an accurate definition. It also utilizes various theories to best define salience in our marketing world. Of the many theories, Guido uses aspects of Incongruity theory, [[Schema (psychology)|Schema]] theory and an information processing model referred to as the In-salience hypothesis emphasizes the nature of prominence of salience.

“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.” – (Guido, 2001 pg 1)

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I.S., salient approaches to information retrieval and marketing

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