Describe two situations in your own experience when Selective Attention and SelectiveBlocking perceptual processes occurred. What are the implications for marketing strategy?
Even when the customer is forced to look at an advertisement about a product which is of nointerest to him/ her, the consumer may still ignore it. A person’s interest may be initiallyattracted by the stimulus characteristics, but beyond initial attention the customer’s further processing of this information from the stimulus depends on the personal interest in the featured product or service.1.Sometimes that relates to a current need-Example: If you are planning to buy a stereo system, you are more likely to notice ads for stereo systems or displays of stereo systems in an electronic shop.2.Something that we expect to see-Example: People are more likely to notice something that they expect to see. If you enter a bookshop which also stocks music CDs, chances are that you may not notice the music,since you will be expecting to see only books.3.Something that is unusual-Example: People are more likely notice something which differs from the ordinary. An adwhich is in bold print or a TV commercial that is louder than normal is bound to attractmore attention.
Consumers tend to protect themselves from being bombarded with stimuli, by simply ‘tuningout’ – blocking such stimuli from conscious awareness. People skipping the TV commercialswhile watching their favorite programmes by tuning to other channels, is an example of selective blocking.
Describe the steps in the consumer decision making process for each of the following cases – a) A businessman considering the purchase of a new mobile phone for communication between branches of his firm and b) A consumer considering the purchase of a headache remedythat is advertised as stronger and more effective.