Selective Comprehension Occurs When Consumers Interpret a Marketing Message in a Way

question 117

True/False

Selective comprehension occurs when consumers interpret a marketing message in a way that is different from what the marketer intends.

---

Definitions:

Identity

The understanding of oneself as a unique individual, including one's beliefs, values, and personality traits.

Devalued

Reduced in worth or perceived importance.

Minority Group

A subgroup of people who, based on physical or cultural traits, are differentiated from and less powerful than the dominant group in a society.

Token

A piece that represents something else, such as a coin representing monetary value or a symbol representing an idea or quality.