Mark has long supported a particular brand of footwear and has always bought that brand. Recently, the footwear manufacturer was embroiled in a controversy for using child labor at its manufacturing plants. Mark doubts the news reports and continues to purchase the same brand of footwear. It is most accurate to say that Mark displays __.
A) selective distortion
B) cognitive dissonance
C) selective retention
D) selective attention
E) consumer ethnocentrism
The correct answer and explanation is :
The correct answer is A) selective distortion.
Explanation:
Selective distortion refers to the tendency of individuals to interpret or distort information in a way that aligns with their existing beliefs, attitudes, or values. In Mark’s case, despite the controversy surrounding the brand’s use of child labor, he continues to purchase the same footwear. This indicates that Mark is likely distorting or downplaying the negative information (about child labor) to maintain his favorable view of the brand. Instead of accepting the news reports or critically evaluating the situation, he may selectively interpret the information to fit his preexisting positive attitude toward the brand.
Selective distortion is a form of cognitive bias that affects how people perceive and interpret information. It occurs when individuals subconsciously alter or ignore new information that conflicts with their beliefs. This can involve minimizing the importance of negative information, questioning the credibility of the sources, or outright denying the truth of the information to maintain psychological consistency.
In Mark’s case, his doubts about the news reports and his decision to continue purchasing the brand, despite the controversy, align with this concept. He is likely distorting or rejecting the negative information in favor of supporting his past choices and attachment to the brand. He might convince himself that the reports are exaggerated or inaccurate, thus avoiding the discomfort of changing his behavior or facing the moral dilemma.
To briefly distinguish it from the other options:
- B) Cognitive dissonance refers to the discomfort people feel when their beliefs and actions are in conflict. Mark might experience cognitive dissonance if he acknowledges the child labor issue but still chooses to buy the brand.
- C) Selective retention involves remembering only information that aligns with one’s beliefs, but Mark is still choosing to disregard the issue, not simply forget it.
- D) Selective attention means focusing on certain information while ignoring others, which may apply to Mark focusing on information that confirms his view of the brand.
- E) Consumer ethnocentrism refers to the tendency to favor products from one’s own country, which does not relate to the scenario in question.
Therefore, selective distortion best explains Mark’s behavior.