One of the problems marketers have is trying to persuade a consumer to switch from their current brand to the marketer's brand. These consumers may see promotional pieces, but don't seem persuaded to change, regardless of the evidence presented. Which of the perception processes is at work here?
A) Selective attention
B) Selective interpretation
C) Selective filtering
D) Selective retention

Question

Quizplus · Accepted Answer

Selective interpretation means you interpret information in the way that matches your beliefs. If the consumer believes his or her current brand is superior, that consumer will not belief evidence to the contrary.

One of the Problems Marketers Have Is Trying to Persuade