Distortion, retention & selective attention are some of the criteria due to which buying behavior is affected. Consumers depending on these criteria perceive wrong and false statements about the product or service that result in affected buying behavior. An important element due to which marketers can make their products unique, interesting and attractive so that consumers can easily get attracted to it is to deliver best quality at best time by best ways. This simple way can reduce distortion, retention & selective attention because consumers will get the best information at the best time. In marketing, information related to product or service plays a key role. If the information is provided at right time and by using right ways, then a consumer will never be distorted and he/she will pick the product or service depending on their need and demand.
Philip Kotler, Gary Armstrong (2010), "Principles of marketing", Pearson, pg 613 Young, Et Al (2008) "Principles of Marketing", Rex Bookstore