Consumer Perception and Preferences of Message Structure

Consumer choice and decision‐making is always based on some kind of information regardless of what term (input, stimuli, cue, message, information) we use of it The inner information processes of the consumer, reception, perception, and processing of information, the reciprocity of information with attitudes and behaviour, and the storage and use of information can be seen as a sub‐field in a communication system which is formed between the sender and receiver of information. This communication system has proved to be essential both in recognising consumer wants and in stimulating his behaviour.