Perception is Reality

January 16, 2025September 1, 2012 by Geoff Fripp

What does ‘Perception is reality’ mean?

The phrase “perception is reality” underscores the critical importance of understanding how consumers perceive a product, service, or brand. In marketing, it highlights that consumer perceptions—not objective facts—drive purchasing decisions. Even if a product objectively outperforms its competitors, what truly matters is how the … Read more...

Determinant Attributes

January 16, 2025June 15, 2012 by Geoff Fripp

What are determinant attributes?

The first perceptual map format (which is the most common format presented in introductory marketing textbooks) relies on two determinant attributes. As we know, an attribute is any feature, function, or benefit of a product (making products simply the sum of their multiple attributes).

But what … Read more...