ABSTRACT
Recent research in selective processing theory has produced a myriad of important findings of interest to marketing managers. At a general level, two streams of selective processing research have emerged; the first considers how selective processing operates in consumer judgment and choice, the second focuses on how the judgments and decisions of managers may be influenced by selective processing. Our chapter begins with a discussion of selective processing theory, then summarizes the findings of studies that have focused on consumers. Following this discussion, we provide prescriptive advice for managers with respect to how consumers’ tendency to process information selectively can be leveraged in brand promotion. Next, we present findings specific to how the quality of managers’ evaluations of alternatives and choices can be adversely affected by their own proclivity for selective processing. Finally, we discuss how both managers and consumers can avoid making the inaccurate judgments and suboptimal decisions that often result when processing is selective.
