Selective Exposure by Catherine Tang

Aspirational reference groups

pc_ctang — 2024-10-18 18:11:32 UTC

The type of influence is IDENTIFICATION

- occurs when individuals aspire to emulate the behaviors, values, and lifestyles of a group they admire and wish to join. For example, someone might aspire to join a professional organization or follow the lifestyle of a celebrity they admire, adopting similar behaviors and purchasing similar products to align themselves with that group.

Selective Exposure

pc_ctang — 2024-10-18 18:15:35 UTC

refers to the process by which consumers choose to be exposed to certain stimuli while avoiding others. This occurs because individuals are more likely to seek out information that aligns with their pre-existing beliefs and preferences, filtering out information that contradicts them.

Example: A person who supports a particular political party may only watch news channels that favor their party and avoid channels that criticize it.

Selective comprehension

pc_ctang — 2024-10-18 18:17:18 UTC

is the process through which consumers interpret and understand marketing messages in a way that aligns with their existing beliefs and experiences. Consumers may distort or reinterpret information to fit their preconceived notions, leading to varying interpretations of the same message.

Example: If two people with opposing views watch the same news report, they might interpret the information differently based on their biases.

Primary Groups

pc_ctang — 2024-10-18 18:20:30 UTC

The nature of influence is Normative Influence, where the members may exert pressure to conform to group norms, affecting purchasing decisions and lifestyle choices.

Selective attention

pc_ctang — 2024-10-18 18:21:20 UTC

is the tendency of consumers to focus on specific stimuli while ignoring others. This phenomenon highlights how consumers prioritize information that is relevant or interesting to them, often overlooking marketing messages that do not capture their interest.

Example: During a busy day, a person might only notice advertisements for products they are considering buying and ignore all other advertisements.

Selective retention

pc_ctang — 2024-10-18 18:22:20 UTC

refers to the tendency of consumers to remember information that is consistent with their existing beliefs while forgetting information that is not. This means that marketing messages that resonate with consumers' values or interests are more likely to be retained over time, influencing their future behaviors and decisions.

Example: After a debate, a person might only remember the arguments that supported their viewpoint and forget the opposing arguments.

Secondary Groups

pc_ctang — 2024-10-18 18:24:06 UTC

The nature of influence include:

Informational Influence, where such groups can provide
valuable information about products or services, impacting the consumer's understanding and decision-making.
Normative Influence: Although less intense than in primary groups, there can still be social pressure to conform to the standards or behaviors endorsed by
these groups.
Identification Influence: This influence can also occur, especially if individuals admire the values or lifestyles
reflected by the group.

pc_ctang — 2024-10-18 18:49:26 UTC