This chapter discusses consumer perception and how marketers aim to influence it. It explains that perception involves a three-stage process of sensation, attention, and interpretation. Marketers must consider sensory factors like sight, sound, and touch when designing products and messages to appeal to consumers. However, most stimuli will not be noticed due to sensory overload, so marketers employ techniques to break through clutter and influence how consumers perceive and interpret brands. The meaning created through symbols and positioning is particularly important for marketers to understand.