Saturday, 17 November 2012
Selective Perception
Selective Perception Process in Marketing
Exposure
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.
Attention
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.
Comprehension
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.
Retention
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
Subscribe to:
Post Comments (Atom)
0 comments:
Post a Comment