means that consumers are likely to remember good points made about a brand they favor and forget the good points made about competing brands.

Selective retention, is the right answer.

Explanation:

Selective retention is a term which is used to describe the process through which an individual tends to remember those messages, facts, thoughts, beliefs and values, which are closer to their interests. This process is usually studied in marketing as a part of consumer behavior. In marketing, buyers used to remember information which supports their beliefs and values and forget messages or information that do not favor their beliefs.

the correct answer is c.