Therefore, the conclusion to withdraw from this information is that the messages communicated should not be disruptive in comparison to the schema the consumer has already formulated, but they should have added value to create the necessary attention to be able to influence new behaviors ( O’Donnell & Brown, 2011 ). That means perceived quality is defined as a measure of belief.
Nonetheless, if this information is utterly in accordance with the schema, the lack of new information will not spark the consumer’s consideration. This is a result of selective perception, where in the presence of several alternatives of products or services, the consumer will only focus on the perceived alternatives conveyed by the message being communicated, and thus to fit their needs and interests. This original definition of expectations is somewhat. Since there is about a relatively new type of marketing, before the questions the definition of guerrilla marketing was presented to the respondents. Consumers’ brains make a connection between different concepts and information they have absorbed, creating a schema, and if the information from the outside is not remotely aligned with their current schema, it will be automatically rejected by the consumer ( O’Donnell & Brown, 2011 ). marketing literature, perceptions (P) are defined as con- sumers beliefs concerning the service. Understanding Perception for Marketing Sensation and Perception The Perceptual process can be broken down into the following stages: Sensory Systems Colors. Ultimately, the perceptual process develops a consumers perception of a brand and formulates the brands position vis-vis the competition on what marketers.
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