refers to misrepresenting information in a positive way to favor a particular brand with which a consumer has an emotional connection.

Question

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Predecisional distortion refers to the tendency of consumers to misinterpret and misremember information in a way that favors the brand they are emotionally attached to, particularly during the decision-making process. This bias can lead to a distorted evaluation of the alternatives and ultimately influence the purchase decision.

Refers to Misrepresenting Information in a Positive Way to Favor