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Consumers use information from many sources when making purchasing decisions,including information from friends and family members.One of the most dissatisfying consumer experiences is with auto repair.Aware of this,Karla has asked several of her friends and family members where they have their cars repaired,since she has been experiencing a problem with her car starting when the weather is cold.Karla has heard that Skola's Auto Repair has reasonable prices,but it can be difficult to get an appointment.However,one of her friends,Steve,had a very poor experience with Skola's.Once he complained to them,they fixed the situation and now he prefers their auto shop over others.
-Refer to Scenario 6.1.A dissatisfied Skola's Auto Repair customer told a friend about his experience.The friend has been a long-time Skola's customer and the next day,didn't remember what her friend told her.This is an example of
A) perceptive perception.
B) selective exposure.
C) selective distortion.
D) receptive exposure.
E) selective retention.

Question

Quizplus · Accepted Answer

This is an example of selective retention, where the friend has remembered her positive experiences with Skola's and has selectively forgotten the negative experience that her friend shared with her.

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