Selective distortion occurs when:

Selective distortion is a cognitive bias that occurs when individuals interpret information in a way that aligns with their pre-existing beliefs and feelings. This phenomenon highlights how people may unconsciously twist or distort facts to make them more congruent with what they already believe. For example, if a consumer has a strong preference for a particular brand, they might focus on and remember information that supports their positive view of that brand while dismissing or minimizing negative information.

This behavior is particularly relevant in marketing because it can heavily influence consumer perceptions and decisions. Marketers must understand that consumers are not passive recipients of information; rather, they actively shape their understanding based on their beliefs. This focus on aligning new information with existing beliefs can lead to significant impacts on brand loyalty and consumer behavior.

The other options describe different phenomena that do not capture the essence of selective distortion. Forgetting advertisements that do not align with beliefs pertains more to selective retention, while ignoring products relates to selective attention. Being unable to retain any new knowledge suggests a different level of cognitive processing and is not specific to the distortion of information based on existing beliefs.