Motives and motivation is the reason why people want to do various activities. They are diferent and meaningful for each individual. Motives can occure in pursuite of success or in attempt to avoid failure. Motive for accomplishing your goals, feelings of joy and society improvements is motives wich surley every individual experience in life. We are talking about subject wich is present in life of all people, and this phenomenom is experience by everyone. So, we can conclude that this phenomen is always farmiliar and always will be because it is part of everydays life. Perception is a phenomenom created by and individual in ganing information and experience wich gives them meaning of the bases of their evaluation. Perception is very complex process which needs to be developed and elaborated in several parts depending on author. It is necessery to show that every elaboration of the meaning of perception should be taken in to account becouse it is individual and created on personal evaluation and society improvement. It can depend on various situations. Person stance is basic opinion of something or someone. They are relatively durable and they are not changing easely. When formed, they stay the same until they change. Stances and coustumers behaviour are connected. Consumers, given they attidutes may decide to take various actions, including purchases. Science has recognized the importance of persons stance and is aware of their impact of peoples life. Stance knowledge is used in marketing in all levels of social life.