Beschreibung
Perceptual simulation is the unconscious mental representation of an object, elicited by the word that describes it, called "object word". Besides, the representation takes place in the area where the real object typically appears. This book explores the effects that the phenomenon has on perception and memorization of real objects. Specifically, the focus is on how "object words" contained in slogan sentences interact with brand logos and how the latter can be better or worse memorized by the consumer according to its match or mismatch with the verbal input of the slogan. This book will show how a communication campaign adopting the suggested slogan-brand best practice, will be more effective, ceteris paribus, in terms of brand memorization.
Autorenporträt
Born in 1984 in Milan, Francesco Bettinali gained his Bachelor of Laws at Milano- Bicocca University and subsequently a Master of Science in Economics at Bocconi University. The focus of his thesis, reproduced in this book, is consumer behaviour.
Herstellerkennzeichnung:
BoD - Books on Demand
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22848 Norderstedt
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