Selective perception is the process by which individuals focus on certain aspects of their environment while ignoring others. This cognitive bias allows people to filter information based on their beliefs, experiences, and expectations. For example, when watching a political debate, a viewer may only notice points that align with their existing views, disregarding opposing arguments. This phenomenon can significantly influence decision-making and behavior. In marketing, companies often use selective perception to target specific audiences, ensuring their messages resonate with particular demographics. By understanding how selective perception works, individuals can become more aware of their biases and make more informed choices.