The Consumer's Perception
Perception is how you interpret the world around you and make sense of it in your brain, via your different senses. Using different types of stimuli, marketing professionals try to make you more perceptive of their products whether you need them or not. Average consumer is exposed to about 3,000 advertisements a day. Selective perception - the process of filtering out information based on how relevant it is to you. Selective retention - forgetting information that contradicts a person's beliefs. Shock advertising has proven to sometimes be effective; subliminal advertising's effectiveness is somewhat more questionable. Exposure doesn't always translate into retention.