Selective comprehension occurs when consumers interpret a marketing message in a way that is different from what the marketer intends.

Question

Quizplus · Accepted Answer

Selective comprehension refers to the situation where the receiver of the marketing message interprets it differently from what the sender intended. This can happen due to factors like selective attention, personal biases, or the influence of prior experiences or knowledge. As a result, the message may not be as effective in creating the desired impact or influencing consumer behavior.

Selective Comprehension Occurs When Consumers Interpret a Marketing Message in a Way