Selective exposure consumers

(noun)

Consumers who select which promotional messages they will expose themselves to.

Related Terms

Examples of Selective exposure consumers in the following topics:

  • Consumer Purchasing Behavior

    • Consumer behaviour is the study of when, why, how, and where people do or do not buy a product.
    • Consumer behaviour is the study of when, why, how, and where people do or do not buy a product.
    • Research has shown that consumer behavior is difficult to predict, even for experts in the field.
    • Selective exposure consumers select which promotional messages they will expose themselves to.Selective attention consumers select which promotional messages they will pay attention to.Selective comprehension consumer interpret messages in line with their beliefs, attitudes, motives and experiences.Selective retention consumers remember messages that are more meaningful or important to them.The implications of this process help develop an effective promotional strategy, and select which sources of information are more effective for the brand.
    • The marketing organization must facilitate the consumer to act on their purchase intention.

  • Expect Selective Exposure

    • This theory has been explored using the cognitive dissonance theory, which suggests information consumers strive for results of cognitive equilibrium.
    • Physical characteristics, age, and more hold power to sway perception, luring people into habits of selective exposure.
    • Selective exposure influences and family, friends, co-workers, even skilled professionals like doctors.
    • Selective exposure can interfere or prevent the gathering of new information.
    • Selective exposure is prevalent in both groups of people and individually.

  • Selection

    • Selective perception: the tendency to perceive what you want to.
    • Selective exposure: you select what you want to expose yourself to based on your beliefs, values, and expectations.
    • For example, you might associate more with people who are also fans of your favorite basketball team, thus limiting your exposure to other stimuli.
    • Selective attention shows up across all ages.
    • More than half the brain is devoted to processing sensory information, and the brain itself consumes roughly one-fourth of one's metabolic resources, so the senses must provide exceptional benefits to fitness.

  • Creating a Media Plan

    • The standard media plan covers four stages: stating media objectives, evaluating media, selecting and implementing choices, and determining the budget.
    • Advertising media selection is the process of choosing the most cost-effective media for advertising to achieve the required coverage and number of exposures in a target audience.
    • The standard media plan covers four stages: (a) stating media objectives; (b) evaluating media; (c) selecting and implementing media choices; and (d) determining the media budget.
    • Frequency: The number of times within a given time period that a consumer is exposed to a message.
    • The timing of media refers to the actual placement of advertisements during the time periods that are most appropriate, given the selected media objectives.

  • Undifferentiated Targeting

    • By reaching the largest audience possible, exposure to the product is maximized.
    • For example, toothpaste (such as the brand Crest ) isn't made specially for one consumer, and it is sold in huge quantities.
    • The goal is that when a consumer has the option to select a tube of toothpaste, he would remember the product that was marketed.
    • The number of consumers exhibiting a need for the identified product must be large enough to generate satisfactory profits.
    • Evaluate the benefits and drawbacks of undifferentiated targeting in consumer marketing

  • Social Media

    • The words used in website copy give exposure if they match common search words used in queries.
    • If a narrower focus is used when selecting keywords, competition within the search results drops dramatically so research using search phrase competition results, and search volume is the foundation of successful Internet marketing.
    • Social media used as a marketing tool provides useful and valuable measureable data on trends, consumer interaction, feedback, public opinion, brand activity, and customer buying habits.
    • In 2010, the top three incidents faced by organizations involved sharing too much information in public forums, loss or exposure of confidential information, and an increased exposure to litigation.

  • Consumer Perception of Communication

    • Analyzing how consumers access marketing messages can help brands discover consumers' preferences for how to receive information.
    • Failure to follow consumers' changing media preferences can be expensive.
    • Consumers use a variety of sources, including:
    • Perception is defined as "the process by which an individual receives, selects, organizes, and interprets information to create a meaningful picture of the world. " During the perception process, consumers enter different stages where they choose which promotional messages they will expose themselves to.
    • Some consumers will selectively listen to and remember messages that are more meaningful or important to them based on these internal factors.

  • Retail Marketing Strategy

    • Retail marketing strategies are centered around consumer and shopper needs where customer mindset and behavior is identified and analyzed for relevant insights.
    • A multi-channel approach has increased the number of touch point opportunities giving consumers more access and exposure to product information than ever before.
    • Larger retailers, such as the big box stores and hypermarkets often utilize long tail statistical analysis to select the products that they want to market.
    • Defined as the "sum of acts and elements that allow consumers to receive what they need or desire from a retail establishment," its implementation and sensitivity to what customers deem important often sways the decision about where and what to buy.
    • They maintain relationships with vendors and wholesalers and use a "cost-plus" pricing technique that adds a markup amount or percentage to the retailer's cost that is, in turn, passed on to the consumer in the selling price.

  • Perception

    • A consumer will selectively perceive what they will ultimately classify as their needs and wants.
    • Other variables included in this consumer process include: motivation, learning, attitude, personality, and lifestyle.
    • Selective Perception is the process by which individuals perceive what they want to in media messages and disregard the rest.
    • Selective perceptions is categorized under two types: a low level of perception, known as perceptual vigilance, and a higher level of perception, known as perceptual defense.
    • Describe the characteristics of perception as a part of the consumer buying decision process

  • Obsessive-Compulsive Disorder

    • These compulsions can be alienating and time-consuming, often causing severe emotional, interpersonal, and even financial distress.
    • The serotonin receptors of OCD sufferers may be under-stimulated, which is consistent with the observation that many OCD patients benefit from the use of selective serotonin reuptake inhibitors (SSRIs), a class of medications that allows more serotonin to be readily available.
    • A specific technique often used is exposure and ritual prevention, which involves gradually learning to tolerate the anxiety associated with not performing a compulsion or ritual.
    • An example might be leaving the house and checking the lock only once (exposure) without going back and checking again (ritual prevention).