If a consumer is dissatisfied or unsure after the purchase of a particular product he or she will try to reduce the dissonance. This is also referred to as a part of the process of cognitive dissonance. They try to avoid painful or unpleasant messages or are against those which they perceive to be threatening in nature. This is also known as maintenance of cognitive consistency.Ĭonsumers also look out and seek messages that they feel are pleasant or which are sympathetic to their causes and action. Thus the individual normally puts a censorship on the stimulus (inputs) to avoid disturbance of his existing beliefs and value. Because of this, a fact is conceived not on what it is but on what a person believes it to be. A person’s belief very strongly influences his perception about people or things. Through selective exposure people try to avoid coming into contact with or avoid any message that may go against or be contradictory to the strongly held beliefs and attitudes.
At the stations, Adidas theme advertising made the connection between the running man and the brand. “Impossible is Nothing”.ĭuring a campaign it had used time lapse images along the usually blank walls between underground stations-positioned so that the speed of the train made it seem like the man was running alongside. For example the sportswear brand Adidas had used suburban underground railway system to tie in with the brand’s tagline. He will exercise a great deal of selectivity and look out for information messages that will help him to increase his knowledge about the retail outlets selling his type of shoes.Īdvertisers try to use structural factors such as size through large ads, strategic placement of the ad in the print media by using eye catching photos or illustrations. For instance, if a person’s need (which is active at that point of time) is to purchase a pair of formal footwear, his mind will be ready to receive only those stimuli which will give him some information related to footwear. So based on their need which is active at that point of time, people will be selective and choose to listen to certain aspects of the advertising message, arid decide to see and hear only a part of what is being communicated.
People will be selective in their choice of receiving various kinds of information for different products or services based on what interests them rather than the message content and also selection of the media.
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