Types of perception

People can emerge with different perceptions of the same object because of three perceptual processes:

Selective Attention It has been estimated that the average person may be

exposed to over 1,500 ads or brand communications a day. Because a person cannot possibly attend to all of these stimuli will be screened out-a process called selective attention.

Selective attention means that marketers have to work hard to attract consumers notice. The real challenge is to explain which stimuli people will notice. Here are some findings:

1. People are more likely to notice ad that relate to a current need. 2. People are more likely to notice ad that they anticipate. 3. People are more likely to notice ad whose deviations are large in relation to the normal size of the ad.

Lets say you are majoring in

marketing (which you love) but you are forced to sit through a 2 hour Economics class.

Both classes are taught equally well, but you will both retain, as well as pay more attention to the marketing subject because it peaks your interest.

Selective Distortion:

Selective distortion is the tendency to interpret information in a way that will fit our preconceptions. Consumers will often distort information to be consistent with prior brand and product beliefs.

Selective distortion can work to the advantage of marketers with strong brands when consumers distort neutral or ambiguous brand information to make it more positive.

In other words, beer may seem to taste better, a car may seem to drive more smoothly, the wait in a bank line may seem shorter, and so on, depending on the particular brands involved.

ExampleSelective distortion involves the human trait of only absorbing material which fits with our world view.Example of hp laptops.Consumers will often distort information to be consistent with prior brand and product beliefs.

For example:- One study found that consumers were equally split in their preference for Diet Coke versus Diet Pepsi when tasting both on a blind basis. When tasting the branded versions, however consumers preferred Diet Coke by 65% and Diet Pepsi by only 23% (with the remainder seeing no difference).

Selective RetentionPeople will fail to register much information to

which they are exposed in memory, but tend to retain information that supports their attitudes and beliefs.

Because of selective retention, we are likely to remember good points about a product we like and forget good points about competing product.

E.g. we always remember some punch lines and advertisement

1.Pepsi -oye bubli 2.Coca cola -thanda matlab coca cola 3.Melody -melody khav khud jan jaav.