Selective retention is the good points about a product that consumers like are remembered and good points about competing products are forgotten. Selective retention works to the advantage of strong brands. It also explains why marketers need to use repetition- to make sure their message is not overlooked.
“Selective retention, in relating to the mind, is the process whereby people more accurately remember messages that are closer to their interests, values, and beliefs, than those that are in contrast with their values and beliefs, selecting what to keep in the memory, narrowing the information flow.”
It is a perceptional process where individuals subconsciously are more likely to keep the information confirming their formerly occurred attitudes in their minds.
Some examples of selective retention are as follows:
- An individual may slowly consider their school memories more positively as they become older.
- A customer may only remember the benefits of their preferred products.
- A person who has a positive view of a company is likely to concentrate on its positive aspects instead of its flaws during its situations of trouble.