Though you may have already started to think about how and why selective perception plays such a significant role in advertising, let’s take a look at what advertisers should consider. As stated earlier, there are two factors to consider when sending an advertising message. The external factors, which are the physical attributes of the stimulus, and the internal factors, which relate to the consumer’s “feelings, motives, interests and expectations” (Rice, 1997, 34).
External Factors
Size and Intensity-Consumers generally will notice stimuli that are larger, rather than smaller. This, of course, is relevant. Advertisers could also do the opposite. For example, a large black background with a small, intense, bright green object in the middle is likely to attract attention as well.
Position-As I described earlier, magazine advertisements are positioned in certain sections where it is going to have the most impact. A Cover Girl advertisement may appropriately run right next to an editorial about makeovers.
Contrast-“In effect, contrast can create an apparent intensity of stimulus without utilizing size, loudness or color” (Rice, 1997, 35).
photo courtesy: Consumer Behavior by Leon G. Schiffman and Leslie L. Kanuk
Novelty-Anything that a consumer would consider out of the norm; possibly funny or cute.
photo courtesy: Consumer Behavior by Leon G. Schiffman and Leslie L. Kanuk
Repetition-Sensitivity and alertness is enhanced with repetition.
Movement-Something as easy as curved and horizontal lines can display movement. Advertisers are aware that skillful artwork in print ads can display a motion that attracts instantly.
Interest-A golfer will likely be interested in an advertisement for golf clubs, whereas a dancer would not.
In essence, advertisers need to acknowledge the fact that selective perception does exist and that there are so many factors that need to be considered in any advertising strategy. They need to know where their product stands in the target consumer’s mind. Would they put their brand in the awareness set or the evoked set? They need to make sure that they are reminding the consumers, who already purchase their brand, that they have made a right choice. Most importantly, they need to make sure that their advertisements stand out of the advertising clutter. Careful thought and research will allow advertisers to make smarter decisions so that the right consumers selectively perceive their products.