Cary was offended by the brand name of a new product for women.She believes the name of the product is demeaning and that it must reflect a negative attitude of the manufacturer towards women in general.Although this may simply be the result of __________, if other women interpret the name choice the same way, there is a likelihood this product could fail.
A)selective retention
B)selective comprehension
C)selective exposure
D)selective analysis
E)stimulus discrimination

Question

Quizplus · Accepted Answer

Selective comprehension refers to the process in which a receiver interprets information in a way that is consistent with their preexisting attitudes and beliefs. Cary's offense towards the product name suggests that she may have interpreted it in a negative way, which could be shared by others with similar attitudes. If this interpretation is prevalent among the target audience, it could lead to the failure of the product. However, selective retention, selective exposure, selective analysis, and stimulus discrimination do not adequately explain the situation described.

Cary Was Offended by the Brand Name of a New