【正文】 most of these stimuli are screened out—a process called selective attention. The end result is that marketers have to work hard to attract consumers’ attention. Through research, marketers have learned that people are more likely to notice stimuli that relate to a current need, which is why car shoppers notice car ads but not appliance ads. Furthermore, people are more likely to notice stimuli that they anticipate—such as foods being promoted on a food Web site. And people are more likely to notice stimuli whose deviations are large in relation to the normal size of the stimuli, such as a banner ad offering $100 (not just $5) off a product’s list price. Selective distortion. Even noticed stimuli do not always e across the way that marketers intend. Selective distortion is the tendency to twist information into personal meanings and interpret information in a way that fits our preconceptions. Unfortunately, marketers can do little about selective distortion. Selective retention. People fet much that they learn but tend to retain information that supports their attitudes and beliefs. Because of selective retention, we 10 are likely to remember good points mentioned about a product we like and fet good points mentioned about peting products. Selective retention explains why marketers use drama and repetition in messages to target audiences. Learning When people act, they learn. Learning involves changes in an individual’s behavior that arise from experience. Most human behavior is learned. Theorists believe that learning is produced through the interplay of drives, stimuli, cues, responses, and reinforcement. A drive is a strong internal stimulus that impels action. Cues are minor stimuli that determine when, where, and how a person responds. Suppose you buy an IBM puter. If your experience is rewarding, your response to puters and IBM will be positively reinforced. Later, when you want to buy a printer, you may assume that because IBM makes good puters, it also makes good printers. You have now generalized your response to similar stimuli. A countertendency to generalization is discrimination, in which the person learns to recognize differences in sets of similar stimuli and adjust responses accordingly. Applying learning theory, marketers can build up demand for a product by associating it with strong drives, using motivating cues, and providing positive reinforcement. Beliefs and Attitudes Through doing and learning, people acquire beliefs and attitudes that, in turn, influence buying behavior. A belief is a descriptive thought that a person holds about Something Beliefs may be based on knowledge, opinion, or faith, and they may or may not carry an emotional charge. Of course, manufacturers are very interested in the beliefs that people have about their products and services. These beliefs make up product and brand images, and people act on their images. If some beliefs are wrong and inhibit purchase, the manufacturer will want to launch a campaign to correct these beliefs. Particularly important to global marketers is the fact that buyers often hold distinct beliefs about brands or products based on their country of origin. Studies have found, for example, that the impact of country of origin varies with the type of product. Consumers want to know where a car was made but not where lubricating oil came from. In addition, attitudes toward country of origin can change over time。t want to lag behind others. This kind of psychological on consumption appears to be a motive, others have what highgrade goods, own also must have. 3. Conformity psychology This kind of psychological reflected in life circle, people want to follow in the circle the pace of most people. So that others think good products, own also followed approval。 Source: Geoff Lancaster“