What does selective comprehension mean in the context of marketing?

Selective comprehension in marketing refers to the process by which consumers interpret information through the lens of their personal beliefs, experiences, and biases. This phenomenon occurs when individuals encounter advertisements or brand messages; they tend to filter and understand the information in a way that aligns with their pre-existing viewpoints. For marketers, this means that consumers may absorb and make sense of messages that resonate with their attitudes while disregarding those that conflict with their existing beliefs. This understanding is crucial for developing effective marketing strategies that resonate with target audiences by aligning brand messages with their values and experiences.

Recognizing the impact of selective comprehension allows marketers to tailor their communications more effectively, ensuring they connect with consumers in a meaningful way.