Reality" to an individual is merely that individual's percepton of what is out there of what has taken place. tndividuals act and react on the basis of their perceptions. not on the basis of objective reaty li.e., reality as recorded by a camera). Thus, to the marketer, consumers' perceptions are much more important than their knowledge of objective reality. For if one thinks about it, it's not what actually is so, but what consumers think is so, that affects their actions, their buying habits, their leisure habits. and so 168 subliminal Perception In Chapter 4, we spoke of people being motivared "below their level of consc ness." People are also stimulated below their level of conscious awareness, ican perceive stimuli without being consciously aware of the stimuli in qu