Perceptual defense

The process of subconsciously distorting stimuli to render them less threatening for more consistent with one’s needs, values, beliefs, or attitudes. In the context of consumer behaviour it has been found that consumers perceive information to conform totheir beliefs and attitudes because it protect them from threatening or  contradictory stimuli. For example, a cigarette smoker may avoid antismoking advertisements or play down their importance. Perceptual defense tends to operate when consumers are involved. Involved consumers have strong beliefs and attitudes, which are difficult to change. Research has shown that perceptual defense is more likely in anxiety producing situations because it leads consumers to avoid stimuli that produce fears or anxieties.