Alice needs a new cell phone, but is anxious about which phone she should buy. Many of her friends own popular phone models but complain about lost calls, short battery life, and poor predictive text functionality. While she has identified several attractive phone models, she doesn't feel like she can really try the phones out in such an artificial setting and is nervous that she might pick a phone that doesn't work as well as she had hoped. Alice perceives ________ associated with the purchase of a new phone.

Customer perception is the opinions, feelings, and beliefs customers have a brand. It plays an important role in building customer loyalty and retention as well as brand reputation and awareness.