Selective retention is the process when people remember messages that are closer to their interests, values and beliefs more accurately, than those that are in contrast with their values and beliefs. Selecting what to keep in the memory, narrowing the informational flow. [http://www.ciadvertising.org/student_account/spring_01/adv391k/anuta/adv382j/Project/retention.htm]
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selective retention — The tendency of people to retain only part of the information to which they are exposed; usually they retain the information that supports their own attitudes or beliefs … Big dictionary of business and management
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