Gary's encounter with milk in a box illustrates the perceptual process. He has learned to equate the cold temperature of refrigerated milk with freshness, so he experienced a negative physical reaction when confronted with a product that contradicted his expectations. Gary's evaluation was affected by factors such as the design of the package, the brand name, and even the section in the grocery store that displayed the milk. A consumer's cultural background largely determines these expectations by Europeans do not necessarily have the same perceptions of milk as Americans, and as a result their reactions to the product differ quite a bit from those of U.S. milk drinkers.