Selective retention affects the internal and external information search stage of the purchase decision process.

Question

Quizplus · Accepted Answer

Selective retention refers to the tendency of individuals to selectively remember or retain information that is consistent with their existing attitudes, beliefs, or opinions, while discarding or forgetting information that is inconsistent. This bias can affect the internal and external information search stages of the purchase decision process by influencing the type and amount of information that consumers consider, evaluate, and use to make a decision. Consumers may actively seek out information that confirms their preferences and ignore or dismiss information that challenges them, leading to a biased or incomplete evaluation of alternatives.

Selective Retention Affects the Internal and External Information Search Stage