Sensation and perception are the pr

Sensation and perception are the primary stages of cognition. Sensation is the human brain's reflection of the individual properties of stimuli acting directly on the sensory organs, such as the color, light, smell, temperature and so on in the hotel lobby. Perception is filtering on the basis of perception to form an overall impression of things. Sensation and perception are the result of the action of objective things on the sensory organs. The cognitive psychological activities of consumers are the basis for other consumer psychological activities. The formation of customer perceived value is influenced by the attributes and experiences of the perceiver, and the cognitive preference and evaluation of the use results are finally achieved in the use situation (Holbrook 1996; Woodruff, 1997). Customer perceived value is a kind of subjective psychological feeling of customers, in different industries, different regions and different income levels, education degree and the culture, the customers of different growing environment, even in the face of the same product or service, their perception may not be exactly the same, and it may even take a completely contrary behavior.