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The different ways stores and goods are displayed play a great role for the consumer when out shopping The sales staff can also influence the costumers a great deal in a purchase decision It is therefore critical for companys to be aware of all the steps the consumers undergo before actually buying a product Perception is the process by which an individual selects stimuli from his or her environment organizes sic information about those stimuli and interprets the information to form a coherent meaningful view of the world Wells and Prensky p257 So perception not only occurs when we register a stimulus by one of our five senses but it also relates to the view that that is developed as a result of the stimulus However a persons reaction to stimuli and the perceptions that they form as a result of a stimulus often depends on past experiences and the expectations that they have built up as a result Police witness reports are often conflicting as two people see the same incident in different ways In a similar way two people who see a McDonalds advert may react to it in very different ways but it is up to the marketing manager to try to appeal to as many of the target audience as possible If a person has had a good experience with a McDonalds meal then it is likely that they will think of this pleasurable experience when they see something that they associate with McDonalds for example the Golden Arches logo This is because of classical conditioning as people have learnt to associate the logo of McDonalds with a pleasurable meal If however a consumer contracted food poisoning from McDonalds then they would not react to the sight of the McDonalds trademark in the same way the logo would remind them of their previous negative experience This is an extension of Pavlovs famous experiment with his salivating dogs and although it is
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