Final answer:
The phenomenon where Melinda focused solely on the sports car in a beer ad, while neglecting other elements, is referred to as perceptual selectivity. This illustrates how individuals selectively concentrate on information that aligns with their existing interests or beliefs, a concept intertwined with inattentional blindness and confirmation bias.The correct option is A.
Step-by-step explanation:
When Melinda only paid attention to the sports car in a beer ad on TV while ignoring other elements, this phenomenon is known as perceptual selectivity. Perceptual selectivity is the tendency of individuals to focus on certain pieces of information while disregarding others. This occurs because individuals naturally prioritize information that confirms their existing beliefs or interests, a process related to confirmation bias. An example of this can be seen in the study by Daniel Simons and Christopher Chabris where participants focused on counting basketball passes and missed the appearance of a person in a gorilla costume. This demonstration is known as inattentional blindness.
In terms of advertising, companies exploit this by using specific imagery, like in the Corona beer ads that associate their product with a luxurious and relaxing beach setting. This is done to project a certain identity or feeling, connecting the consumer's desires and interests to the product. Motivation, like a mother's ability to hear her child's murmur amidst background noise, further influences our perceptual selectivity as described by signal detection theory.