Consumers' perceptions and all that

Still, consumers' perceptions determining their realities is an interesting concept that isn't a million miles away from the notion that a mix of perceptions and self-fulfilling prophecies - a prediction or belief that directly or indirectly causes itself to happen - govern to a large degree how we think and act. In short, reality is in the eye (or mind) of the beholder (regardless of whether that 'reality' is consistent with the reality experienced by others). That's clearly not a particula