Toro introduced a small, lightweight snowblower called the Snow Pup. Even though the product worked, sales failed to meet expectations. Toro later found out that consumers perceived the name to mean that Snow Pup was a toy or too light to do any serious snow removal. When the product was renamed Snow Master, sales increased sharply. This is likely an example of
A)selective retention.
B)selective comprehension.
C)selective exposure.
D)selective analysis.
E)stimulus discrimination.

Question

Quizplus · Accepted Answer

The situation described is an example of selective comprehension, where consumers interpreted the name of the product in a way that did not accurately reflect its capabilities.

Toro Introduced a Small, Lightweight Snowblower Called the Snow Pup