Definition

Schiffman & Kanuk (2009) define perception as “the process by which an individual selects, organizes, and interprets stimuli into a meaningful and coherent picture of the world.”

Introduction

Consumers don’t see products as they are—they see them as they are. Motivation triggers desire, learning shapes preference, and perception filters reality.

Explanation

1️⃣ Perception – exposure, attention, and interpretation. (e.g., selective attention to favorite brands).
2️⃣ Learning – conditioning and experience shape future choices.
3️⃣ Motivation – inner drive fulfilling needs (Maslow’s hierarchy).

Key Takeaways

Consumers filter what they see and remember.

Motivation converts needs into action.

Positive reinforcement builds habits and loyalty.

Real-World Case

Coca-Cola’s “Open Happiness” appeals to emotional motivation (joy, belonging) rather than just thirst, influencing perception globally.
Reference: https://www.coca-cola.com