Manag., July-2018 – Q29
- Option : B
- Explanation : Selective attention: The tendency for people to screen out most of the information to which they are exposed–means that marketers have
to work especially hard to attract the consumer’s attention.
Selective distortion: Selective distortion describes the tendency of people to interpret information in a way that will support what they already believe. Anna Flores may hear a salesperson mention some good and bad points about a competing camera brand. Because she already has a strong leaning toward Nikon, she is likely to distort those points in order to conclude that Nikon is the better camera. Selective distortion means that marketers must try to understand the mindsets of consumers and how these will affect interpretations of advertising and sales information.
Selective retention: People also will forget much that they learn. They tend to retain information that supports their attitudes and beliefs. Because of selective retention, Anna is likely to remember good points made about the Nikon and to forget good points made about competing cameras. Because of selective exposure, distortion, and retention, marketers have to work hard to get their messages through. This fact explains why marketers use so much drama and repetition in sending messages to their market.
Subliminal: Interestingly, although most marketers worry about whether their offers will be perceived at all, some consumers worry that they will be affected by marketing messages without even knowing it—through subliminal advertising.
