Selective Perception In Marketing

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1.1 Attention and its cost
The techniques of marketing have changed over time and with this evolution, the effects of marketing and advertising on present day consumers need to be reassessed. Marketing has shown a steep development curve and the attention of the consumer is considered one of the most important aspects of function. Consumer activities are constantly attached to their attention quotient and hence they avoid their engagement in advertising activities (MacInnis, Moorman, and Jaworski, 1991).Further, a lack of grasping the attention to advertisements can result in advertising avoidance which is the “action by users that diminishes their exposure to advertisements” (Speck and Elliott, 1997).
According to a working paper by Thales
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This is known as selective exposure. Selective attention is the information that the mind only pays attention to in order to reinforce its position and beliefs. The third filter, selective perception is the mechanism where the mind only interprets information that seems to agree with their already established points of view. The mind finally chooses what pieces of information it feels needs to be recalled and what needs to be blocked out. Usually, the mind blocks out anything unpleasant and retains what is important and has influenced it the most. This is known as selective retention. The last resort, most often, is the minds decision to change its views on the…show more content…
Brand image and identification are based on experiences and impressions that the mind creates and hence is stored in the long term sub-component of memory which has an immense and long lasting capacity for storage (Dacin and Mitchell, 1986).
The relation between brand image and the effectiveness of brand messages also form a vital topic of discussion. Consumers face a clutter of brands aiming to establish themselves in the market and position themselves effectively. In order to avoid circumvention altogether, it is seminal for brands to explicate the intended brand message. As consumers increasingly revolve their informational needs around the internet, advertising has to change from its traditional informative style. (Teixeira, 2014). Research should be increasingly about what customers do with brand messages rather than what effects advertising have on consumers (Bauer, 1964). A brand must pay more attention to how and when people involve themselves in the processing of the message rather than on the medium itself (Stewart and Ward,
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