haku: @author Ratneshwar, S. / yhteensä: 6
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| Tekijä: | Ratneshwar, S. |
| Otsikko: | Benefit silence and consumers' selective attention to product features |
| Lehti: | International Journal of Research in Marketing
1997 : JUL, VOL. 14:3, p. 245-260 |
| Asiasana: | MARKETING RESEARCH CUSTOMERS |
| Kieli: | eng |
| Tiivistelmä: | Although attention is a key construct in models of marketing communication and consumer choice, its selective nature has rarely been examined in common time-pressured conditions. The authors focus on the role of benefit salience, that is, the readiness with which particular benefits are brought to mind by consumers in relation to a given product category. Study 1 demonstrated that when product feature information was presented rapidly, individuals for whom the benefit of personalised customer service had high habitual salience displayed selective attention as evidenced by elevated recall and recognition of a target feature. |
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