LEARNING OBJECTIVES After studying this chapter, you will be able to: L05-1 Explain how advertising differs from the basic communication process. L05-2 Outline the consumer perception process and explain why advertising people say "perception is everything." L05-3 Explain how product involvement influences the decision-making process and the advertising approach. L05-4 Describe the fundamental motives behind consumer purchases. L05-5 Discuss the various influences on consumer behavior