Consumer Behaviour Short Report - Selective Attention & How It Affects Consumers

In the journal (classical conditioning of consumer attitudes: Four experiments in an advertising context) page number 334-349, writer has stated that the behavior of a consumer is towards the product matters. (Elnora W. Stuart, 1987). And classical conditioning matters a lot. He proves by providing multiple examples.

Consumers typically have a level of purchase involvement when making purchasing decisions. Levels of involvement range from low to high. Level of involvement is often dependent on the consumer’s perceived importance or personal relevance of a

Understanding consumer behaviour is essential to succeed in business. As Solomon et al. (2013) stresses, businesses exist to satisfy consumer’s needs. By identifying and understanding the factors that influences their customers, firms have the opportunity to develop a more efficient strategy, marketing message and advertising campaigns that is more in line with the needs and ways of thinking of their target consumers (Perreau, 2015).

They are very keen in serving the needs and demands of the customers, providing good maintenance of the environment, making Telstra a convenient workplace for the people to work, increasing the value of shareholders and to protect their interests. One of the primary corporate responsibilities also includes leading the nationwide interest by building up the effectiveness of the domestic telecommunications framework, which will in turn provide a strong bottom line for sustainable accomplishment, commercial development, productivity growth and international competitive gain. Enhanced technologies have changed the lifestyle of the people in many ways. Telstra knows that it is very important for a company to delight its customers in more satisfactory manner by providing them with superior products and influential services. It did not forget to improve the customer experience. It always had a path to build a powerful civilization by changing the way, customers talk about the product and

The statements made by Keys in concert with the findings of Vicary would appear to paint a very clear picture of subversive forces at work compelling the consumer to make purchasing decisions that are driven by inexplicable urges outside of their conscious realm. The scientific facts, however, indicate that much of the positions of Keys and Vicary are, at best, hyperbole. The president of the Psychological Corporation, Dr. Henry Link challenged Vicary to reproduce his findings in another study, but Vicary was not able to do this. (Adams) Since Vicary made his claims about projected messages, his claims have failed to stand up to scientific scrutiny. Research has shown that strong stimuli yields strong response, and the weaker stimuli produce the weakest responses. (Rogers, p. 15) Furthermore, Vicary admitted in 1962 interview with Advertiser Age magazine that the entire program had been nothing more than a gimmick. (Danzig) It is

Selective distortion refers to the tendency of people to adapt information to personal meanings. Brand marketers always try to understand the mindsets of consumers and how they will affect interpretations of advertising and sales information. However, people have a propensity to interpret information

become aware of the label and eventually decides to make a purchase. Hence theories of

It considers a number of potential influences on buying behaviour, including the attitudes, expectations and activities of consumers. If these are known, then products and marketing campaigns can be customised so that they appeal more specifically to customer motivations.

It may be realistic to hope that seventy-five percent of a target audience with a pre-existing interest or need for a particular product will comprehend the advertisement campaign, simply because a very high percentage of those consumers will be interested enough in the advertisement to pay enough attention to it to understand it. However, it is not realistic to hope that seventy-five percent of any general target audience will necessarily have enough of a

|consumer attitudes are learned, stored and retrieved and use of examples (attention, perception, learning, |

The value of influence is also a crucial element in understanding consumer purchase decision. Brown and Hayes (2008) interpret influence as ‘the action of creating a conductive environment which shapes other consumers’ perspective on a particular matter’ and ‘the ability to alter a person, item or route’.

After searching and evaluating, the consumer must decide whether to buy. The first outcome from the process is the decision to purchase or not to purchase the alternative, which has been evaluated as most desirable. If the decision to buy has been made, a series of related decisions must be made regarding features, where and when to make the actual transaction, how to take delivery or possession, the method of payment, and other issues. So the decision to make a purchase is really the beginning of an entirely new series of decisions that may be just as time consuming and difficult as the initial one. Alert marketers recognize that the outcome of these additional decisions affects satisfaction, so they find ways to help consumers make them as efficiently as possible.

First, a consumer’s characteristics like their attitudes, motivations, perceptions, personalities, lifestyles and knowledge influence how they perceive and respond to different stimuli. Second, the buyer decision process itself affects their buying behavior.

There are many versions of the purchasing model. One of these includes: Awareness, Knowledge, Liking, Preference, Conviction and Action; this is the generalised hierarchy of effects sequence. This version doesn’t just look at the process of advertising, but why we consume the way we do.

The product is a consumer’s evoked set are likely to share some similar features, can either help or hurt a product depending on what people compared it with according to Teare as “The unpredictability of consumption as it relates to hospitality lies in individual differences and the ways in which people categorize purchase decision (Teare, 1998). The knowledge of the product, preferences and information of a customer about a product are essential that a customer needs to use during the