ABSTRACT
In marketing and social sciences, it is common to view perception as a process one can define with a set of steps and a clear linear sequence. The effects of motivational factors on consumer perceptions are also well documented in the literature. Several dimensions of perception, some addressing the notion of inference, have been explored in the field of arts and culture. The chapter discusses the following dimensions: perception of causality, risk, price and quality, and incorrect inferences. Purchasing decisions are based on perceptions, and these perceptions somehow become reality. Perception plays an important role in what people from different countries think of the films marketed by one of these countries. The impact of film criticism on consumer judgement provides a relevant example. Inferences are useful to consumers because they serve as a guide in the product evaluation process. These consumer inferences can be positive, neutral, or negative.
