“The consumer isn’t a moron; she is your wife. You insult her intelligence if you assume that a mere slogan and a few vapid adjectives will persuade her to buy anything. She wants all the information you can give her.” Sound advice from “The Father of Advertising” David Ogilvy implying that it is perception that drives the buy-sell reaction!
What is Perception in this context?
Answer: Perception meaning “aesthetic quality…interpretation or impression based on one’s understanding of something” (Oxford Canadian Dictionary).