Salience

A marketing stimulus is salient with respect to other stimuli – and, therefore, is able to activate as much as four times more memory – in two cases: either when it is incongruent, in a given context, with respect to the perceivers' mental schemata (so‐called salience in a narrow sense, or in‐salience); or when it is congruent, in a given context, with the perceivers' personal objectives (so‐called relevance, or re‐salience). In both cases, stimuli are more likely to be perceived and memorized, since consumers, respectively, involuntarily or voluntarily allocate to them a relatively higher quantity of cognitive resources.

Cognition · Cognitive psychology · Salience (neuroscience) · Salient · Stimulus (psychology) · Computer Science · Consumer Behavior in Brand Consumption and Identification · Corporate Identity and Reputation · Neuroscience · Psychology · Social Psychology