Selective retention refers to the process where consumers “choose” to remember and recall information that aligns with their existing attitudes, beliefs, and needs while forgetting or overlooking contradicting information.
Selective attention is a barrier to the consumer’s perceptual process. It negatively impacts our brand positioning and our perceptual maps. Find out how marketers can overcome selective attention.
Selective distortion is where consumers distort (or misinterpret) the promotional message in a manner different to what was intended by the brand or the marketer.
Selective exposure creates a filter through which individuals process information – feeding into their perceptual process and ultimately impacting our perceptual maps and their perception of brand positioning.
This article gives an introduction to perceptual maps and how they can help marketers understand consumer perceptions of their brands.
This article covers joint space perceptual maps and why they’re so powerful, and why you should be using them with your marketing analysis.
Let’s examine the limitations and concerns that you should ALWAYS consider when using perceptual maps for your marketing decisions.
Discover the advantages of using perceptual maps in marketing. They help you set positioning strategy, monitor competitors, segment markets, uncover emerging players, and reveal gaps and opportunities – and more!
There’s more than one type of perceptual map? Yes! Find out about the different types of perceptual maps to improve your branding analysis.
In this article I outline the most important tips and must-dos for using perceptual maps. Why? Well, while perceptual maps are relatively simple, they are can be a very powerful tool for marketing analysis provided they use correctly.
