Selective perception means that a consumer may purposely filter which of the following?

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BlackTom AI · Accepted Answer

The question asks about selective perception and what a consumer may purposely filter.
Option 1: exposure. This is the core idea of selective exposure in consumer behavior—the tendency to notice certain stimuli while ignoring others, effectively filtering what actually enters conscious awareness. This aligns with how consumers shield themselves from messages that are irrelevant or uncomfortable and attend to those that seem relevant.
Option 2: decision. While decision-making is a process after exposure (how a consumer chooses among options), selective perception is not about filtering the act of deciding itself, but about what gets perceived in the first place.
Option 3: retention. Retention refers to how well information is remembered over time. It concerns memory processes after perception has occurred, not the filtering of stimuli during initial exposure.
Option 4: comprehension. Comprehension is about understanding or interpreting information once it has been perceived. It occurs after exposure and attention, not at the stage of filtering which stimuli are noticed in the first place.
Therefore, the statement that best fits selective perception is exposure, since selective perception involves filtering which stimuli reach awareness in the first place.

Selective perception means that a consumer may purposely filter which of the following?

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