{"id":8510,"date":"2023-12-28T13:58:35","date_gmt":"2023-12-28T13:58:35","guid":{"rendered":"https:\/\/commerceiets.com\/?p=8510"},"modified":"2023-12-28T13:58:37","modified_gmt":"2023-12-28T13:58:37","slug":"voluntary-and-involuntary-selective-attention-in-consumer-behavior","status":"publish","type":"post","link":"https:\/\/commerceiets.com\/voluntary-and-involuntary-selective-attention-in-consumer-behavior\/","title":{"rendered":"VOLUNTARY AND INVOLUNTARY SELECTIVE ATTENTION IN CONSUMER BEHAVIOR"},"content":{"rendered":"\n

VOLUNTARY AND INVOLUNTARY SELECTIVE ATTENTION IN CONSUMER BEHAVIOR<\/strong><\/h3>\n\n\n\n

Consumers are exposed to so much marketplace information that they cannot possibly process and think about each and every product-related piece of data they encounter. If consumers had to think carefully about every ad, each package label, and every marketing communication they saw or heard, little time would be left for anything else.<\/p>\n\n\n\n

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VOLUNTARY AND INVOLUNTARY SELECTIVE ATTENTION IN CONSUMER BEHAVIOR<\/strong><\/figcaption><\/figure>\n\n\n\n

According to famous researcher Daniel Kahneman,<\/strong><\/p>\n\n\n\n

The allocation of attention is influenced by both voluntary and involuntary factors. People voluntarily attend to information consistent with their current knowledge and expertise and to information relevant to their plans, intentions, and goals. Specifically, we manage our perceptual exposure by focusing our attention to things in the environment that are meaningful and appealing. For example, people who dislike country music avoid tuning in to country-music radio stations.<\/p>\n\n\n\n

Likewise, consumers shopping for new laptops purposefully seek out marketing information about computers. One real concern for marketers today is how to win the battle for broadcast advertising exposure in this age of the remote control. With the growing popularity of digital video recorders (DVRs), consumers can mute, fast-forward, and skip over commercials entirely. Some advertisers are trying to adapt to these technologies.<\/p>\n\n\n\n

Some industry experts speculate that eventually cable providers and advertisers will be forced to provide incentives to encourage consumers to watch their messages. These incentives may come in the form of coupons, patronage rewards, or in extreme cases, a reduction in the cable bill for each ad watched. Involuntary influences on attention are rooted in the very nature of the stimuli. Some marketing stimuli draw so much attention; they are difficult to tune out, even when consumers make a concerted attempt to ignore them. <\/p>\n\n\n\n

A clear understanding of these involuntary influences enables marketers to more effectively design and implement marketing strategies.<\/p>\n\n\n\n

VOLUNTARY AND INVOLUNTARY INFLUENCES<\/strong><\/p>\n\n\n\n

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VOLUNTARY AND INVOLUNTARY SELECTIVE ATTENTION IN CONSUMER BEHAVIOR<\/strong><\/figcaption><\/figure>\n\n\n\n

SALIENT STIMULI<\/strong><\/p>\n\n\n\n

Salient stimuli draw consumers’ attention involuntarily. Some products, packages, and ads just “stick out” because they are different and interesting. Stimuli are salient only when they are very different from other stimuli in a specific context. From a perception perspective, when a stimulus is salient, it is figural or focal, and everything else fades into the background.<\/p>\n\n\n\n

This is known as the figure-ground principle of perception.<\/p>\n\n\n\n

Creation of salience stimulus: <\/strong>Marketers create salience through novelty, intensity, and complexity.<\/p>\n\n\n\n

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VOLUNTARY AND INVOLUNTARY SELECTIVE ATTENTION IN CONSUMER BEHAVIOR<\/strong><\/figcaption><\/figure>\n\n\n\n
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  1. <\/strong>Novelty<\/strong><\/li>\n<\/ol>\n\n\n\n

    A novel stimulus is one that is new, original, different, or unexpected. Sometimes the product itself is novel. Placing marketing messages in unexpected places also increases novelty. For example, nova pen drives, crockery, airsickness bags, airplane tray tables, the sides of straws, and embedded in candy. Advertisers constantly experiment with novel advertising and promotional executions. New characters, themes, and scenarios are constantly under development.<\/p>\n\n\n\n

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    VOLUNTARY AND INVOLUNTARY SELECTIVE ATTENTION IN CONSUMER BEHAVIOR<\/strong><\/figcaption><\/figure>\n\n\n\n