ECONOMICS (CBSE/UGC NET)

Detailed explanation-1: -Selective comprehension refers to consumers interpreting information in a way that confirms that beliefs that they already hold. This can lead to a devoted sense of brand loyalty, where a consumer will purchase certain products because they believe the brand isbest, regardless of actual productperformance.

Detailed explanation-2: -Selective comprehension involves interpreting information so that it is consistent with one’s attitudes and belief.

Detailed explanation-3: -Interpretation involves making sense out of the stimulus. For example, when we see a red can, we may categorize it as a CokeÒ. Weber’s Law suggests that consumers’ ability to detect changes in stimulus intensity appear to be strongly related to the intensity of that stimulus to begin with.

Detailed explanation-4: -Selective process theory is comprised of four steps: selective exposure, attention, perception and retention. Through selective processes theory, individuals interpret the media in their own way and tend to avoid messages that do not confirm their beliefs.