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A salient belief about an object's attribute influences the perception of the object in total. So if the belief (subjective knowledge) is not salient it will not influence the object's perception.

The salient belief depends on the situation. There are three different kinds of beliefs that are discribed in the relation to Ajzen and Fishbeins Theory of Reasoned Behavior (followed by the Theory of Planned Behavior).

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Q: What does salient belief mean?
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