Stephanie and John wanted to purchase a high-end sports car. They viewed a commercial for a particular sports car that highlighted the cost, design, and power of the car. After viewing the ad, Stephanie felt that the car’s price was acceptable, considering the superior and unique design. John thought that the car was expensive owing to the high power engine installed in it. They used the information in different ways, focusing on issues that that each considered important. Which of the following concepts does this scenario demonstrate?
A) selective distortion
B) consumer ethnocentrism
C) selective retention
D) selective attention
E) cognitive dissonance
The correct answer and explanation is :
The correct answer is A) selective distortion.
Explanation:
Selective distortion refers to the phenomenon where individuals interpret information in a way that aligns with their pre-existing beliefs, attitudes, or values. In this scenario, both Stephanie and John viewed the same commercial for the sports car but had different interpretations based on their personal perspectives and priorities.
- Stephanie focused on the car’s design, feeling that it was acceptable because of its superior and unique aesthetics. This perspective led her to interpret the information (particularly about price) in a way that was consistent with her emphasis on design.
- John, on the other hand, placed more value on the car’s high-power engine, which led him to interpret the same price information as being high, due to the powerful engine.
Both individuals distorted the information in the commercial based on their own biases and preferences, leading to different conclusions about the car’s worth. This is a clear example of selective distortion, as both individuals filtered and interpreted the information in a way that was consistent with their personal attitudes and interests.
Why the other options are incorrect:
- B) Consumer ethnocentrism refers to the belief that one’s own culture or country is superior to others and that products from one’s own culture are better. This does not apply to the situation described, where Stephanie and John are focusing on a sports car based on personal preferences.
- C) Selective retention refers to the tendency to remember information that reinforces one’s beliefs while forgetting information that contradicts them. This is not the focus here, as the individuals are interpreting the commercial, not necessarily remembering or forgetting information.
- D) Selective attention refers to focusing on certain aspects of information while ignoring others. While both Stephanie and John may have paid attention to different features of the car, their differing interpretations suggest distortion, not just selective attention.
- E) Cognitive dissonance is the discomfort people feel when they hold conflicting attitudes or beliefs. There is no indication of cognitive dissonance in this scenario, as Stephanie and John do not seem conflicted about their views but rather interpret the same information differently.
Thus, the best concept that explains this scenario is selective distortion.