Financing and Marketing Management

Unit 14 - Marketing Environment-Consumer Behaviour

14.9. Selective Retention
People will forget much that they learn. They will tend to retain information that supports their attitudes and beliefs for chosen alternatives. Because of selective retention, Margaret is likely to remember good points mentioned about the IBM and forget good points mentioned about other competing computers. These perceptual factors-selective exposure, distortion and retention-mean that marketer have to work hard to get their messages across.