Whether a situation is undesirable and what aspects are desirable: matters ofPerception• Whose perception plays an important role- The same car may be stylish to one and boring to another- One may find it "cheap", another may find it "expensive"• Where it is perceived plays an important role- Ambassador car popular in parts of India (with bad roads) due to stability- In other parts, it is considered too heavy, slow, inefficient...• When it is perceived plays an important role- The same car that was stylish become boring with time for the same person