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Selectivity

Selective attention – Marketers have to work hard to get consumer’s notice –

consumers are more likely to notice stimuli of current need, stimuli

they anticipate, stimuli whose deviations are large e.g. $25 off $100

rather than $5

Selective distortion – tendency to twist information into personal meanings that

will fit our preconceptions  e.g.  A customer of LG may interpret an

advertisement saying that they are No. 1 company in Microelectronics to

be No.1 company in all of consumer durables

Selective Retention – consumers likely to remember good points of products they

like and forget good points of competing products e.g. a user may

remember that Pears soap is the only soap good for dry skin though

in the market Dove and Mysore Sandal Gold is also good for dry skin

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