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

Question

Quizplus · Accepted Answer

Selective distortion refers to the tendency of consumers to interpret information in a way that supports their pre-existing beliefs, attitudes, and preferences. This can work to the advantage of marketers with strong brands, as consumers may be more likely to distort neutral or ambiguous brand information in a positive direction. For example, if a consumer has a strong preference for a particular brand of soda, they may interpret a blind taste test as favoring that brand, even if the results are actually inconclusive or even unfavorable. As a result, selective distortion can help to reinforce existing brand loyalty and create a positive image for the brand in the minds of consumers.

________ Can Work to the Advantage of Marketers with Strong