What is true about selective attention in the context of consumer behavior?

Selective attention refers to the process by which consumers actively filter and focus on certain stimuli while ignoring others, based on their interests, needs, or social context. The correct answer highlights that consumers actively choose which messages to pay attention to and which ones to disregard.

For example, a consumer might be inundated with various advertisements but will only engage with those that align with their current needs or preferences. This process is crucial in consumer behavior because it affects which products or brands are remembered and considered during the decision-making process.

In contrast, the other options suggest a more passive or all-encompassing behavior, which doesn't accurately capture the active role that consumers play in selective attention. Consumers are not ignoring all messages or passively receiving them; rather, they are sifting through information actively to make choices that resonate with their specific situations and desires.