perception

  

Definition

The process by which people translate sensory impressions into a coherent and unified view of the world around them. Though necessarily based on incomplete and unverified (or unreliable) information, perception is equated with reality for most practical purposes and guides human behavior in general.

Use perception in a sentence

  • Despite a vigorous and expensive advertising campaign intended to improve the company's reputation, the general public's perception of the company and its brand remained negative.

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  • During the schools lunch hour two girls got in a fight, when teachers went around asking other students who started the fight, everyone�s perception varied on who should take the blame.

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  • The perception of many was that the speech given by Reverend Doctor Martin Luther King Jr was solely advocating for racial equality and justice.

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Notable Quotes

  • Focus Marketing on Perception Management
    "There are a lot of self-fulfilling prophesies in business. Customers tend to gravitate toward what they think will be dominant, especially for products and services with high switching costs, because they don't want to opt for a company that might not survive and because the dominant vendors on average have better products and services. So perception leads reality, and those who are expected to win become more likely to win. For this reason, marketing needs to be focused on perception management. If a company can get the media to pick them as the horse to bet on, they'll be more likely to succeed."
    - Tom Murcko

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