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

People can emerge with different perceptions of the same object because of three perceptual processes. List and briefly characterize those processes.

       Perception is a process by which we select, organize and interpret our sensory impressions in order to give meaningful picture to the environment .The actual behavior of the consumer is drive by their perception. The perception about same thing or product may be different in different environment Customer perception is typically affected by advertising, reviews, public relations, social media, personal experiences and other channels. The initial perception about product drive the consumer to make further decision. The three process are:

Selective attention

            Selective attention involves focusing on specific stimulus than other. In the market there is many brand and advertisement that a people are watching every day. According to the research the people are familiar with 1500 ads or brand in a day. It is not possible to give attention to all ads. So selective attention will occurs because a person cannot possibly attend to all the stimuli that they are exposed to during an average day. So it’s a process of choosing specific ads or adv. which makes more influence to the customer .people are like to give more attention on ads which relate current demand, product that they anticipate and that is different from the other.

Selective distortion:

           Selective distortion is an individual’s changing of information when it is inconsistent with personal feelings or beliefs. Consumer will often distort information to be consistent with prior brand and product beliefs and expectation. The consumer who are loyal to the brand and specific product they are try to explain same thing as in past even the product formulation have been changed.  If the name of brand change people will react differently to same product that is selective distortion. Selective distortion plays an important role in marketing because it influence the consumer to think well like in past, the people will trust the brand.

Selective retention:

            Selective retention occurs because we will fail to remember so much information to which we are exposed in memory, but we will tend to retain some of the information that supports our attitudes and beliefs. In the daily life we faced with a lot of brand and product. We will not remember all the things but we will remember some of the product or brand that relates to our daily life. If the ads or product defines our situation or feeling then we will try to remember that forgetting another factor.