People don't buy things, but their expectations. Consumers hope to realize certain customer value in the transaction process. The essence of customer value is customer perception, that is, customers' subjective perception of the process and results of interaction with an enterprise, including the comparison and balance between the gains and losses of customer perception. Customer perceived value refers to customers' subjective cognition of the value of products or services provided by enterprises, which is different from the traditional concept of customer value. The latter refers to the value that enterprises think their products or services can provide to customers, which belongs to the cognitive orientation within enterprises; The former refers to the value judgment of customers on products or services provided by enterprises, which belongs to the cognitive orientation of external customers.

Feeling and perception are the primary stages of cognitive activities, and feeling is the reflection of human attributes, such as the reflection of information such as color, taste and temperature in the mind, which constitutes human feelings. Different people look at the same thing in different ways at the same time and come to different conclusions. Similarly, the same person looks at the same thing in different ways at different times and draws different conclusions.

Perception is the process of identifying, analyzing and selecting input information to obtain results. People receive information through their senses, such as "seeing, hearing, smelling, tasting and touching". Although a lot of fragmentary information was obtained, only a part of it became perception. Perception is a comprehensive reflection of the attributes of things on the basis of feeling. We choose some information and give up many others at the same time because we can't pay attention to all the information at the same time. This phenomenon is selective attention: people are exposed to many * * * all the time. Faced with numerous * * *, people are more likely to pay attention to the * * * related to the current demand and what they expect, as well as some * * * which are quite different from the normal situation.

Feeling and perception are collectively called perception. Consumers' perceptual psychological activities are the basis of other consumer psychological activities. Consumers' perception is sometimes inconsistent with reality, but this "perception" is of great significance to consumers' behavior. For example, in the story of "returning pearls with gifts" in ancient China, the buyer's perceived value of the box is obviously different from the actual value of the box itself.