Imagine walking past a cinema on a rainy afternoon. The smell of buttered popcorn drifts outside, the lobby glows with warm gold light, and a giant poster showing a hero in mid-leap catches your eye. Before you have even checked the showtimes, your senses have already made many small decisions about whether this place feels exciting, comforting, or worth your money. In this chapter we explore that process — how consumers pick up sights, sounds, smells, touches, and tastes, sort them, and turn them into impressions that guide what we buy, use, and recommend.