Saturday, 17 November 2012

Selective Perception

Selective Perception Process in Marketing

Exposure describes what occurs when a person is initially exposed to the external stimulus of a product or brand marketing. It occurs when the sensory receptors of a consumer are engaged by product or brand cues through sight, sound, smell, taste and texture.

In consumer information processing, attention occurs when a person lingers and gives mental processing capacity to the external stimulus from a product or brand. Selective perception is when a consumer pays attention to messages that are consistent with her attitudes, beliefs and needs. When a product is inconsistent with these factors, the consumer will withdraw attention.

A person assigns a meaning to the sensory stimulus from a product or brand marketing. Comprehension is aided by expectations and familiarity. Store-brand marketing frequently capitalizes on the interpretation stage when product packaging design contains logos, colors and other elements that are similar to national brands that consumers are generally more familiar with.

The conclusion of the consumer perception process is the retention stage. This is marked by the storage of product or brand information in short-term and long-term memory. The marketer's goal is to provide positive stimuli in the proceeding stages that translate into consumers storing the information about the product or brand into long-term memory