When consumers see only what they want to see-don't see what they don't want to see is called ________.
A) perceptual retention
B) perceptual contrast
C) perceptual defense
D) perceptual attention

Question

Quizplus · Accepted Answer

Perceptual defense is the tendency of consumers to selectively interpret or avoid information that conflicts with their beliefs or values in order to protect themselves from discomfort or threats to their self-esteem. This means that they only see what they want to see and don't see what they don't want to see. The other options are not relevant to this concept.

When Consumers See Only What They Want to See-Don't See