People perceive objects differently due to three perceptual processes: selective attention, selective distortion, and selective retention. Selective attention means people only notice stimuli that relate to their current needs, are anticipated, or greatly deviate in size from other stimuli. Selective distortion causes people to interpret ambiguous information in a way that fits their preexisting beliefs. Selective retention means people are more likely to remember information that supports their existing attitudes and forget information about competing products.

1. Types of perception
People can emerge with different
perceptions of the same object because of
three perceptual processes:

2. Selective Attention
It has been estimated that the average person may be
exposed to over 1,500 ads or brand communications a day.
Because a person cannot possibly attend to all of these
stimuli will be screened out-a process called selective
attention.
 Selective attention means that marketers have to work
hard to attract consumers notice. The real challenge is to
explain which stimuli people will notice. Here are some
findings:
1. People are more likely to notice ad that relate to a
current need.
2. People are more likely to notice ad that they
anticipate.
3. People are more likely to notice ad whose
deviations are large in relation to the normal size of
the ad.


3.  Lets say you are
majoring in
marketing (which you
love) but you are forced to
sit through a 2 hour
Economics class.
 Both classes are taught
equally well, but you
will both retain, as well
as pay more attention
to the marketing
subject because it
peaks your interest.

4. Selective Distortion:
Selective distortion is the tendency to interpret
information in a way that will fit our preconceptions.
Consumers will often distort information to be
consistent with prior brand and product beliefs.
 Selective distortion can work to the advantage of
marketers with strong brands when consumers
distort neutral or ambiguous brand information to
make it more positive.
 In other words, beer may seem to taste better, a car
may seem to drive more smoothly, the wait in a
bank line may seem shorter, and so on, depending
on the particular brands involved.


5. Example
Selective distortion involves the human trait of only
absorbing material which fits with our world view.
Example of hp laptops.
Consumers will often distort information to be
consistent with prior brand and product beliefs.
For example:- One study found that consumers were
equally split in their preference for Diet Coke versus
Diet Pepsi when tasting both on a blind basis. When
tasting the branded versions, however consumers
preferred Diet Coke by 65% and Diet Pepsi by only
23% (with the remainder seeing no difference).

6. Selective Retention
People will fail to register much information to
which they are exposed in memory, but tend to
retain information that supports their attitudes
and beliefs.
 Because of selective retention, we are likely to
remember good points about a product we like
and forget good points about competing
product.
E.g. we always remember some punch lines and
advertisement
1.Pepsi -oye bubli
2.Coca cola -thanda matlab coca cola
3.Melody -melody khav khud jan jaav.
