Selective perception is a process of filtering things what have been seen and heard to fit personal needs of a person. For example, if a person has planned to buy an Audi A3, he/she will get the feel of seeing the Audi A3 often. The person may come across many Audi cars earlier, but never noticed it intentionally. Once he/she decided to buy it, then his/her eyes will automatically look only for the Audi A3 because it has been filtered out by the selective perception. While disregarding opposing standpoints, this selective perception will help the person to perceive what he/she wants to see in a media message. It helps the media sources to attract the customers. The trigger events are considered as the most important stimulant for marketing, as it creates a new selective perception in every occurrence.
Marketing and salespeople have to make good use of the power of trigger events because it will help to focus on the target group who have experienced such a trigger event by using images, concept, and words that are related to that trigger event. James Chartrand rightly says, “people are unique” (James, n.d.), and they have different perceptions. However, if they are focused on the trigger event that they have experienced recently, it helps the media to resonate with the customers and gain attention to their prospects. The trigger events and selective perception are the opportunities for the marketing professionals and salespeople (Craig, 2008). By addressing the new perception experienced by the customers, media sources can get the attention of the target group, as similarities they have found may provide the media source an opportunity to get them as their customers. It is a form of bias because selective perception keeps the person away from the existing beliefs and values. For example, if a teacher has a favorite student, he/she will be biased and failed to see the poor performance of the favorite student. However, it will always be favorable to the marketing people, as it will transform the view of the customers about a particular product.
Chartrand, J. (n.d.). Why Targeting Selective Perception Captures Immediate Attention. Retrieved June 7, 2014, from http://www.copyblogger.com/selective-perception.
Elias, C. (2008). Trigger Events And Selective Perception. Retrieved June 7, 2014, from http://shiftselling.com/2008/04/29/trigger-events-and-selective-perception/#.U5LR9PmSzwg.