This document discusses how psychological factors and extended product self can influence consumers' perceptions and purchases of bras. It notes that bras have become a fashion item with many types to suit different tastes, needs, styles and occasions. While bras were once seen as a necessity, they are now an indulgence some consumers are willing to spend more on. The document discusses how perception is influenced by selective exposure, distortion and retention of information. Marketers work to attract consumers' attention, while some brands blend styles to create new effects and influence perceptions.