Exhibit 4-9 Tropicana attempts to create attention with this ad
this filtering occur. Selective perception may occur at the exposure, attention, comprehension, or retention stage of perception, as shown in Figure 4-4.
Selective Perception Selective exposure occurs as consumers choose whether or not to make themselves available to information. For example, a viewer of a television show may change channels or leave the room during commercial breaks.
Selective attention occurs when the consumer chooses to focus attention on certain stimuli while excluding others. One study of selective attention estimates the typical consumer is exposed to nearly 1,500 ads per day yet perceives only 76 of these messages.11 Other estimates range as high as 3,000 exposures per day. This means advertisers must make considerable effort to get their messages noticed. Advertisers often use the creative aspects of their ads to gain consumers' attention. For example, some advertisers set their ads off from others by showing their products in color against a black-and-white background (Exhibit 4-9). This creative tactic has been used in advertising for many products, among them Cherry 7UP, Nuprin, and Pepto-Bismol.12
Even if the consumer does notice the advertiser's message, there is no guarantee it will be interpreted in the intended manner. Consumers may engage in selective comprehension, interpreting information on the basis of their own attitudes, beliefs, motives, and experiences. They often interpret information in a manner that supports their own position. For example, an ad that disparages a consumer's favorite brand may be seen as biased or untruthful, and its claims may not be accepted.
The final screening process shown in Figure 4-4 is selective retention, which means consumers do not remember all the information they see, hear, or read even after attending to and comprehending it. Advertisers attempt to make sure information will be retained in the consumer's memory so that it will be available when it is time to make a purchase. Mnemonics such as symbols, rhymes, associations, and images that assist in the learning and memory process are helpful. Many advertisers use telephone numbers that spell out the company name and are easy to remember. Eveready put pictures of its pink bunny on packages to remind consumers at the point of purchase of its creative advertising.
Subliminal Perception Advertisers know consumers use selective perception to filter out irrelevant or unwanted advertising messages, so they employ various creative tactics to get their messages noticed. One controversial tactic advertisers have been accused of using is appealing to consumers' subconscious. Subliminal perception refers to the ability to perceive a stimulus that is below the level of conscious awareness. Psychologists generally agree it is possible to perceive things without being consciously aware of them.
As you might imagine, the possibility of using hidden persuaders such as subliminal audio messages or visual cues to influence consumers might be intriguing to advertisers but would not be welcomed by consumers. The idea of marketers influencing consumers at a subconscious level has strong ethical implications. Ethical Perspective 4-2 discusses researchers' mixed opinions as to whether subliminal messages are likely to be effective in influencing consumer behavior. The use of subliminal techniques is not a creative tactic we would recommend to advertisers.
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