Salient beliefs, in a marketing context, are those beliefs consumer's hold that are highly visible or prominent. Through the experience of life, consumers take on-board various beliefs about organisations, people, objects, brands and products in their environment. Each of these beliefs are retained in memory, and comprise a complex interconnected system of linked meanings.
Skilled marketers can influence which salient beliefs will be activated by consumers in particular situations. This is achieved by locating stimuli in the servicescape (including performance predictors), positively influencing the mood of consumers with humour (for example), projecting back consumers' values and initiating a discussion on consumers' goal aspirations.
A common example of using salient beliefs in marketing is the bright lighting and upbeat music playing in most retail stores. This environment contains stimuli to 'bring out' salient beliefs in shoppers, with the aim of them making a positive link back to a past experience.
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