The power of PERCEPTION No one ever made a purchase on the basis of reality, as much as they might think they have. Every purchase is based on perception. That does not mean of course that the perception is never in line with the perception. It is however the perception that drives the purchase and […]

The power of PERCEPTION No one ever made a purchase on the basis of reality, as much as they might think they have. Every purchase is based on perception. That does not mean of course that the perception is never in line with the perception. It is however the perception that drives the purchase and most often the purchaser does not really know how aligned the reality and their perceptions are. Consider two people, one left wing and the other right wing watching the same politician making the same speech. They will view the speech very differently due to their existing preconceptions, views and attitudes. What is more, there is a strong likelihood that the perception of neither will align with the reality. This highlights the influence of previous experiences, prejudices and preconceptions on our perception of all messages including marketing messages. Forming perceptions involves three key elements: 1. Exposure…