What is a potential outcome of employing selective comprehension in marketing?

Employing selective comprehension in marketing can indeed lead to a misinterpretation of ads based on previous experiences. This phenomenon occurs because consumers often filter and interpret information based on their own beliefs, attitudes, and past experiences with brands or products. When they encounter marketing messages, they may focus on aspects that reinforce their preconceived notions while ignoring information that contradicts their previous experiences or beliefs.

For instance, if a consumer has had a negative experience with a particular brand in the past, they may misinterpret positive claims made in a new advertising campaign. This selective comprehension can skew their understanding and result in a perception that doesn't accurately reflect the product or service being advertised.

This outcome highlights the importance of marketers understanding their audience's prior experiences and perceptions to craft messages that resonate and are comprehensible in a desired manner.