Consumer perception is mainly reflected in aspects such as selectivity, understanding, integrity, and constancy.

1. Perceptual selectivity

Consumers do not respond to all stimuli, but selectively receive, process and understand some of the stimuli as information. This kind of The characteristic of selectively processing information and perceiving it based on sensation is the selectivity of perception.

Research shows that on average, 1,500 advertising messages are potentially displayed in front of consumers every day, but only 75 of them are perceived, and only 12 of them produce actual effects.

The reasons that cause consumers’ perceptual choices first stem from the limitations of sensory thresholds and the human brain’s information processing capabilities. Any weaker consumption stimuli that are lower than the absolute sensory threshold and the differential sensory threshold are not felt by the sensory organs, and therefore cannot become the selection object of perception. Only stimulation of sufficient intensity can be perceived by consumers.

For example, tall shapes, high stimulation intensity, strong contrast, repetitive movements, novelty and uniqueness, obvious contrast with the background, etc., often easily arouse consumers' perceptual choices first.

Secondly, consumers’ own needs, desires, attitudes, preferences, values, emotions, personality, etc. also have a direct impact on perceptual choices. All stimuli that meet the needs and desires of consumers, or stimuli that consumers have a clear liking for, no matter how happy they are, often become the first choice of perception objects; while those that have nothing to do with needs, have a negative attitude, are in a depressed mood, etc. Under the circumstances, things are often ignored.

In addition, defensive psychology also potentially dominates consumers' perceptual choices about product information. It is human nature to seek advantages and avoid disadvantages. When certain harmful or detrimental stimuli appear, consumers will instinctively adopt a defensive posture, close sensory channels, and refuse the input of information.

2. Comprehensibility of perception

Perception is formed with the participation of knowledge and experience. Consumers have accumulated certain product knowledge and experience in their past life practices. With the help of this knowledge and experience, consumers can select and interpret various sensory information and recognize it as understandable and definite things. If there is a lack of necessary knowledge, experience and corresponding conceptual words, consumers will not be able to form a correct perception of the product.

For example, before the 1970s, most consumers in my country had never been exposed to (or even heard of) refrigerators and color TVs. High-end household appliances such as washing machines and stereos, so even in the face of these products, it is difficult to make accurate judgments. Differences in consumption practices and levels of knowledge and experience lead to differences in the ability and degree of perceptual understanding among consumers. Lack of knowledge and experience will directly lead to consumers’ slow and superficial perception of goods.

3. The integrity of perception

Psychological research shows that although the perceptual object is composed of many individual attributes, people do not perceive the object as several independent parts, but It is the tendency to perceive it as a unified whole. In the process of recognizing commodities, consumers often make overall perceptions based on the combination of various parts of the consumption object.

The reason for this is that the cognitive process can be accelerated through overall perception, and at the same time, a complete, complete, and stable psychological feeling can be obtained. The manifestations of this characteristic are: Proximity: Stimuli that are close to each other in spatial position are easily perceived as a whole; Similarity: Stimuli are similar in shape and nature and are easily perceived as a whole.

Occlusion: When all parts of the stimulus coexist in a space, it is easy to arouse people's overall perception; Continuity: When the stimulus is continuous in space and time, it is easy to be perceived by people. Perceived as a whole.

In addition to overall cognition based on the combination of various parts of the consumption object, the integrity of perception is also reflected in the connection and synthesis of various characteristics of the consumption object. People usually associate the trademark, price, quality, style, packaging and other factors of a certain product to form an overall impression of the product.

The holistic nature of perception enables consumers to distinguish certain goods from others.

When the environment changes, consumption objects can be identified and identified based on the connections between various characteristics, thus improving the accuracy of perception.

4. Constancy of perception

Due to the participation of knowledge and experience and the role of overall perception, people have a more comprehensive and profound understanding of objective things. Even if the conditions of perception change, the image of perception can still remain relatively unchanged, that is, it has constancy. This characteristic of perception enables consumers to avoid interference from external factors and maintain a consistent understanding of certain products in a complex and ever-changing market environment.

One of the important reasons why some traditional goods, famous brands, and time-honored stores can maintain their market share for a long time without being squeezed out by numerous new products and companies is that consumers have formed a constant attitude towards them. Sexual perception can be accurately identified under various situation conditions and driven by inertia to make continuous purchases.

Perceptual constancy can increase the safety factor for consumers when choosing products and reduce purchase risks; but at the same time, it can easily lead to consumers' psychological fixation on traditional products and hinder their acceptance of new products.