Factors that influence a consumer’s selection of stimuli

Selective Attention

Consumers exercise a great deal of selectivity in terms of the attention they give to commercial stimuli.They focus mainly on messages that match their needs and interests while ignoring irrelevant ones.

Perceptual Defence

Consumers subconsciously block out or distort information they find threatening or inconsistent with their beliefs even if they are exposed to it.

Blocking

Consumers use blocking as a mechanism to protect themselves from overwhelming or unwanted stimuli. This involves intentionally avoiding such stimuli as a form of self-protection in a visually saturated world.

Elements of Perception

Perception is how individuals interpret raw sensory input to form a meaningful and coherent view of the world. It goes beyond simply receiving stimuli it involves subconsciously adding, filtering, or interpreting information to create a personal understanding of reality