ChapterOnePsychological factorI.Perception factorFirst, I shall discuss on perception influence aspect, processing of information and consumer decision making. It begins with consumer exposure and attention to marketing stimuli and ends with interpretation. Adapted from Hawkins & Mothersbaugh (2010) explained the three stages of exposure and attention with make these stages highly selective. Thus, in order for a marketer to communicate their brand or products message effectively to the consumer. In the first stage, it is important for them to understand the nature of perception information processing is a process whereby stimuli is perceived, transformed into meaningful information are then stored. For example, the process begins with exposure which is when stimulus such as an advertisement leads to an immediate response of sensory receptors ( e.g. sight, smell, hearing, touch etc.). The consumer process raw data, however perception focuses on what an individual takes away from these sensations and what meaning.