A consumer's subjective perception of how a product or brand performs on different attributes based on personal experience, advertising, and discussions with other people are referred to as:

Beliefs

Explanation:

Belief define how a consumer perceives performance of a product or a brand. It plays a vital role since it can either be either positive or negative. towards an object. The strength of the belief is weighted by the evaluation of the perceived attributes of the product. This influences whether consumers will choose to buy the goods and services or not. It is therefore important for marketers to understand this and come up with strategies to make sure their brand or products fully meet customers' expectations and needs.