As commonly defined in our industry, branding is the process of creating a feeling, attitude or perception in a person towars a product or company.

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Moreover, Andrew Penner of the University of California, Irvine, and Aliya Saperstein of the University of Oregon have shown that perception of a person's race can actually change in the real world.

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But I think probably more importantly, it's the abstract idea of an ultimate authority figure, and to date I think we haven't changed out perception of that person from male to female, or without gender.

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The perception is that this other person has the power to make or break your financial life, depending on what they do.

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Moreover, the goal of general deterrence would be ill-served by a public perception that, even for extraordinary reasons, a person can repeatedly reenter the U.S. after deportation and commit crimes without being imprisoned for a meaningful period.

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"We have a perception that we won't get what we want from the other person, so we feel we need to keep asking in order to get it, " says Scott Wetzler, a psychologist and vice chairman of the Department of Psychiatry and Behavioral Sciences at Montefiore Medical Center in New York.

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He said her perception of the risk to her mother's health was not that of a normal person because of her mental disorder.

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