What is Selective Retention?

A person tends to remember only those facts, thoughts, incidences and messages which are closer to their interests, values and beliefs. For example, over a period of time, a person may only retain those things in memory about his / her school days which were interesting, pleasing and good ones forgetting the bitter experiences. Selective retention studied as a part of consumer behavior in marketing also. Buyers tend to remember information inputs that support their beliefs and forget inputs that do not.

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  • mamun
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    Thanks for defination