Final answer:
Brand perception is formed by personal experiences, advertising, and social interaction and influences how a consumer understands a product's attributes. This conception can be affected by imperfect or unclear information, leading to potential buyer's remorse or purchase avoidance.
Step-by-step explanation:
A consumer's understanding of how a product or brand performs on different attributes, which is influenced by personal experience, advertising, and discussions with other people, is referred to as brand perception. This perception is based on the belief about the satisfaction that the good or service will provide and relies heavily on the information available to the consumer.
Consumers, whether they are looking to try a new hiking trail, or in need of an auto mechanic, may base their decisions heavily on online reviews. These reviews are a form of personal assessment sharing an evaluation on various criteria such as customer service, atmosphere, and quality.