Perception refers to the process where people choose to remove information or stimuli into organizing and understanding. Based on your experience as a tool and then has a reaction response. The two men received the consumers the same stimuli, and fall under the same circumstances, but there is a different response, a reaction, because the perception among themselves. Marketers find that everyday consumers will fall in the middle of a lot of stimuli and consumers can receive can be distorted, and can choose to recognize. Sending stimuli (such as advertising) to stand out clearly and remember. It allows consumers to have a reaction in response to the objective.
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