________ can work to the advantage of marketers with strong brands, such as Coke or Pepsi, when consumers change neutral or ambiguous brand information to make it more positive.
A) Selective distortion
B) Selective retention
C) Selective choice
D) Selective attention
E) Selective embellishment

Question

Quizplus · Accepted Answer

Selective distortion refers to the process in which consumers change neutral or ambiguous information about a brand to make it more positive. This can work to the advantage of marketers with strong brands, such as Coke or Pepsi, because consumers are more likely to distort information in a positive way for brands they have a favorable opinion of.

________ Can Work to the Advantage of Marketers with Strong