The study of perceptions is fascinating.

As a part of Buyer Behaviour, perceptions play a very important role in dictating an actual purchase of a product or service. All 'first' time purchases are based on perceptions. Consumers have no experience of 'reality' to go by that helps them decide.

One of my favourite 'read' about perceptions is in the bestseller, 'The 7 Habits of highly effective people', by Stephen Covey. The book starts with a description of 'perception' that Stephen and his wife had about their son. It then goes on to describe how their understanding of their own perceptions that they had about their son resulted in them realising that to really help their son blossom they had to first 'change themselves'. And to change themselves effectively they had to first change their perceptions.

I can never tire of reading this book over and over again.

In this first part of the book, the line that remains with me ? A quote from Emerson, ' What you are shouts so loudly in my ears I cannot hear what you say'.

This book is a must read!


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