Which scenario illustrates selective comprehension in consumer behavior?

Selective comprehension refers to the tendency of consumers to interpret information in a way that aligns with their existing beliefs and attitudes towards a brand or product. In this context, the correct scenario illustrating selective comprehension is the one where a consumer avoids negative information about a product.

Choosing to ignore or dismiss negative information about a favorite brand demonstrates selective comprehension because it highlights how consumers will interpret or overlook data that contradicts their positive feelings toward the brand. This tendency helps maintain their overall favorable perception by focusing on reinforcing beliefs rather than challenging them.

In contrast, the other scenarios do not exemplify selective comprehension. Responding positively to all brand claims suggests an uncritical acceptance of information rather than a selective interpretation of what aligns with previous beliefs. Using online reviews to guide purchases reflects the information-gathering process where consumers seek external opinions, which doesn't necessarily involve selective comprehension. Believing negative ads about a favorite brand represents a contradiction to selective comprehension, as it suggests acceptance of unfavorable information rather than filtering it out based on prior positive beliefs.