occurs when consumers change information that conflicts with their feelings or beliefs. a. Stimulus generalization b. Selective distortion c. Cognitive dissonance d. Selective retention

Selective distortion.

Explanation:

Selective distortion is the tendency of the people or consumers to take information in a way that support what they already believe. Consumers usually remember their experiences or perceptions regarding the products and due to which selective distortion has made it difficult for the marketers to build up good perception of their product.

For example, if a consumer is obsessed with particular brand and he has a car of that brand. Then he might think that the driving that car is so smooth and good even if actually it is not. If a user likes some particular brand's clothing then he will build a perception about their products as good and reliable.