What does selective exposure refer to in marketing?

Selective exposure in marketing refers to the tendency of consumers to focus on specific advertisements or marketing messages that align with their preferences, interests, and beliefs. This phenomenon occurs because individuals actively seek out information that reinforces their existing attitudes and opinions while avoiding content that may challenge or contradict them. By selectively exposing themselves to certain advertisements, consumers are essentially filtering through a multitude of marketing communications to engage with messages that resonate with them on a personal level. This process underscores the importance of targeted marketing strategies, as marketers need to understand the preferences of their audience to effectively capture their attention.