Which term describes consumers interpreting information in a way that aligns with their existing beliefs and values?

The term that describes consumers interpreting information in a way that aligns with their existing beliefs and values is known as confirmation bias. This cognitive bias leads individuals to favor information that confirms their preexisting beliefs while disregarding or undervaluing information that may contradict those beliefs. For example, if someone believes that a particular brand is superior, they are more likely to pay attention to positive reviews while ignoring negative feedback.

Selective comprehension refers to the process of understanding and interpreting information in a way that supports one’s attitudes but does not necessarily imply the active search for confirming information that characterizes confirmation bias. Whereas selective exposure involves the tendency to seek out information that aligns with one's own views, it does not specifically address the interpretation of that information. Skepticism involves questioning and doubting information rather than interpreting it to fit existing beliefs.

Understanding confirmation bias is important as it highlights the challenges consumers face in making objective and informed decisions, particularly in situations with competing information or persuasive marketing strategies.