Chapter 6 - Perceptual selection

Question 1

Stimuli are selected to be perceived depending on:

Answer 1

o Consumers previous experience as it effects expectations (what they are prepared to see)
o Their motives at the time
o Obviously the nature of the stimuli itself

Question 2

What is the nature of the stimuli and how can it be used in marketing?

Answer 2

can market a large number of stimuli that effect perception :
o Physical attributes of product
o Packaging
o Advertising

Pronouncing attention-grabbing elements by contrast is effective

Question 3

What are the expectations and how can it be used in marketing?

Answer 3

people see what they want to see, based on previous experience
o If someone is told that something is boring, they will find it boring
o If stimuli contrasts with expectations, more attention is put on it – thus used in advertising (shock value)

Question 4

What are the motives and how can it be used in marketing?

Answer 4

stronger the need, greater the chance that other stimuli will be ignored

Question 5

What are some Important concepts in selective perception?

Answer 5

• Selective exposure – consumers seek out agreeable messages that are pleasant
• Selective attention – heightened awareness when stimuli meet their needs; different media for different people attracts attention
• Perceptual defence – screen out threatening stimuli (smokers)
• Perceptual blocking – people tune out to block unwanted stimuli/bombardment