Understanding Consumer Perception

It is estimated that consumers are exposed to $6,000$ to $10,000$ ads every single day in addition to countless news stories, social media posts, and commercial and entertainment programing. To make sense of this information, consumers must select, organize, and interpret this information to create a meaningful picture of the world. Selective perception includes three processes: selective exposure, selective comprehension, and selective retention. This activity is important because perception plays an important role in consumer behavior.

The goal of this activity is to demonstrate your understanding of selective exposure, selective comprehension, and selective retention.

Match each scenario to the element of selective perception that it respresents.

Gema received her first pair of Allbirds running shoes as a birthday gift and loves them! Now she seems to see Allbirds ads all over her social media.

Millie is in the market for a new car and has visited four dealerships already. If she didn't have the car brochures that she collected during her visits. there's no way she could remember what she was told.

Jerry's $15-$year$-$old car is about to die, so he's in the market for a new ride. During Sunday night football, he counted $12$ different ads for cars, which seemed like more than usual.

Philippe is dedicated to his favorite political candidate. When he sees a negative news story about his candidate, he thinks to himself, "Clearly, the media misinterpreted what he meant to say."

Jadyn's in the market for a new motorcycle and asks his friend Owen for advice. Owen replies, "I was just researching Yamahas and Hondas, but since I don't have enough money to buy right now, I can't remember the specs."

Tony loves Toyotas and when he saw the company's most recent safety recall, he thought, "That's just another example of how

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