Final answer:
The statement that customer perceptions are based on 'Only objective facts' is not accurate since customer perceptions also include emotional and subjective factors, are influenced by advertising, and can be affected by environmental conditions such as the weather. Option 4.
Step-by-step explanation:
A student has inquired about which of the following is NOT a true statement regarding customers' perceptions of their experience. When evaluating this, we must consider that customers' perceptions are influenced by a multitude of factors, some of which are objective, and many of which are subjective and influenced by emotions and personal bias.
Option 1, which states that customer perceptions are based on Only objective facts, is NOT a true statement about customers' perceptions. This is simply because perceptions are often colored by emotional aspects, subjective factors, and can even be influenced by advertising strategies and current environmental conditions, like weather conditions.
For instance, storefront displays (referenced in Figure 5.1.9) aim to evoke emotions to manipulate the perception of value beyond the product's utility. Moreover, peripheral route persuasion, as described in Option 4, includes celebrity endorsement, positive emotions, and attractive models, not factual information.
The way a news story is framed can also influence perceptions, as what is included or omitted can alter the perceived truth. Similarly, natural conditions, such as weather, can affect both economic supply and demand, illustrating how outside factors can shape customers' perceptions.