Week 4 Classroom takeaway

A key point I took away from week 4 classroom lecture was that perception is what the consumer sees and feels.  Even though we are exposed to stimuli through ads, products and stores we still may not hear or see anything.  This is because we go through selective processes which consists of:
1) Selective Process which is our eyes and minds seeking out and noticing only information that interests us.
2) Selective perception which is us screening out or modifying ideas, messages, and information that conflict with previously learned attitudes and beliefs.
3) Selective retention which is the consumer only remembering what we want to remember.