Ways of Knowing Logic/ Emotion/Language/ Perception Perception:

4. Ways of Knowing • Logic/ Emotion/Language/ Perception • Perception: • (1)Perception is a key WOK to this issue because the value which consumer audiences attached to the rebranded cereal was “perceived value”. As thinkers, particularly with respect to purchasing we are conditioned (since birth) to value products according to their perceived value, far more than their actual value. • (2)We often make the mistake of assuming that that which is newer is inherently better-(Era and Culture predisposition-the cult of youth-advertising). • (3) The context in which it was offered,(market research groups) was quite different to the context in which we are now judging it ( context is everything). The fact that the product was being market researched (given that it was a rebranding) would lead respondents to assume that the product was now improved. • (4) Culturally, we perceive diamonds as being sexier and more valuable than squares ( Squares are nerds, Diamonds are a girl’s best friend). • (5) We associate new and improved with a lot of products, so it takes little effort for us to do the same for this one.