[2] These points can be used to communicate to their target audience why their product should appeal to them more, and can highlight a competitive advantage in their offering.
[3] Perception is a mental process that people undergo in which they choose, arrange and interpret information in order to create a personalised and coherent understanding of what they are experiencing or witnessing.
[6] Marketing communications are conceived and executed with the explicit intention of engaging with consumers to influence and shape their perceptions of a product or brand.
This is done to build a positive image, meaning behind, or experience associated with a product or brand for continued future transactions between retailer and consumer.
“Selective distortion” involves a consumer unconsciously altering or shaping received information to fit to the personal meaning they already have regarding a product or brands attached message.
[7] People accumulate beliefs and attitudes through their actions and learning processes, and these can influence their buying behaviour.
[4] A huge part of marketing communications concerns changing people's attitudes, and instilling a new belief within them that their product, brand, or message is the most suitable and desirable offering available to the consumer.