Brant had been researching BMW automobiles for months with an intention of purchasing one of the models.Over coffee in the morning he remarked to one of his coworkers at the office,"And like the commercial said on TV last night,BMW X-drive is superb for driving on icy roads." Which marketing principle is Brant demonstrating?
A) selective distortion
B) selective retention
C) selective exposure
D) selective learning

Question

Quizplus · Accepted Answer

Brant is demonstrating selective retention, which refers to the tendency of individuals to remember information that is most relevant or important to them. In this case, Brant remembers the information about BMW X-drive being superb for driving on icy roads because he has been researching BMW automobiles and is interested in purchasing one.

Brant Had Been Researching BMW Automobiles for Months with an Intention