There are different factors that may influence selective perception. Basically, all of a human's previous experience have an effect on his selective perception mechanism. According to advertising researcher Seymour Smith, people screen out advertisements depending on their beliefs, attitudes, conditioning, habits, usage preferences, and others. Biological factors such as gender, age, and race may also affect selective perception. In addition to these, an individual's needs, expectations and emotional states have heavy influences on what he or she "chooses" to perceive.
Factors