The Perception Process Whereby Consumers Interpret Information Based on Their

question 21

Multiple Choice

The perception process whereby consumers interpret information based on their own attitudes, beliefs, motives, and experiences is known as:

• A) selective retention
• B) selective comprehension
• C) subliminal perception
• D) selective exposure

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Definitions:

Normal Distribution

A bell-shaped frequency distribution curve where most occurrences take place in the middle of the range and taper off symmetrically towards extremes.

Marlowe-Crowne Scale

A psychological questionnaire measuring social desirability bias, indicating how much people's responses are influenced by wanting to be perceived favorably.

Internal Reliability

A measure of the consistency of responses across items within a test or survey.

Triangulation

Using different research methods to answer the same question, in order to be more certain of the answer.