PERCEPTION

Definition:
1)
It is the process whereby stimuli are received and interpreted by the individual and translated into a response.

2)
It is the process whereby an individual becomes aware of his/her environment and interprets it so that it will fit into his own frame of reference.
PERCEPTUAL SELECTION
We live in an “informative society”. This may result in Consumers being in a state of sensory overload, exposed to far more information than they are capable of or willing to process.

SELECTIVE ATTENTION
The brain’s capacity to process information is limited, consequently consumers are selective about what they pay attention to.

SELECTIVE DISTORTION
People assign different meaning to sensory stimuli.
Consumers assign meaning to a stimuli based on some existing schema. The incoming information may be distorted to fit into this current framework.    Continued
SELECTIVE RETENTION:
Information received is retained on a selective basis.

What do you see?

PERCEPTUAL ORGANISATION:
This section focuses on the process that takes place once we receive the information from a stimulus.
This aspect of perception is commonly referred to as perceptual organisation.

FIGURE- GROUND
This is the most basic form of perceptual organisation. This means that perceived objects stand out as separable from their general background. As demonstrated by the process taking place now i.e. one reading this acetate.

PERCEPTUAL GROUPING:

This states that there is a tendency to group several stimuli together to form a meaningful pattern.

Ways in which stimuli can be grouped:
CLOSURE:
This relates to the Gestalt School of Psychology.
The German word roughly means ‘Whole’ or ‘Pattern’.
The whole is greater than the sum of its parts.
People derive meaning from the totality of a set of stimuli,        rather than a single stimulus.CONTINUITY:
This is closely related to closure.
A person tends to  perceive continuous lines or patterns. Only the obvious, continuous patterns or relationship will be perceived.

PROXIMITY:
The principle of proximity or nearness, states that a group of stimuli that are close together will be perceived as a whole pattern.

SIMILARITY:
This states that the greater the similarity, the greater the tendency to perceive them as a common group.
      

Similarity is conceptually related to proximity but in most cases stronger than proximity.

Sensory Systems:
External stimuli, or sensory inputs can be received on a number of channels. The inputs picked up by our five senses are raw data that begin the perceptual process.

An overview of the Perceptual process
To perceive is to:
SEE  Eyes

Hear  Ears

Smell  Exposure Attention Interpretation

Touch  Skin

Taste  Mouth
PERCEPTUAL CONSTANCY:
This is one of the most sophisticated forms of perceptual organisation.
It gives a person a sense of stability in a changing world.
Learning plays a significant role in this context.
The size, shape, colour and brightness are fairly constant regardless of the information received by the senses.
Without this we would live in a chaotic and a disorganised world.

PERCEPTUAL CONTEXT:
The highest and the most sophisticated form of perceptual organisation.
It gives meaning and value to simple stimuli.
      
FACTORS AFFECTING PERCEPTION:

EXTERNAL:

INTENSITY, SIZE, CONTRAST, REPETITION, MOTION, NOVELTY AND FAMILIARITY.

INTERNAL:

LEARNING:
M-A-C-T-A-V-I-S-H
M-A-C-D-O-N-A-L-D
M-A-C-B-E-T-H
M-A-C-H-I-N-E-R-Y
   
MOTIVATION

PERSONALITY

PERCEPTUAL DEFENCE:

DENIAL

MODIFICATION/DISTORTION

CHANGE IN PERCEPTION

RECOGNITION BUT REFUSAL TO CHANGE.
PERCEPTION:

Aoccdrnig to a rscheearch at Cmabridge Uinervsity, it deosn't mttaer in waht oredr the ltteers in a wrod are, the olny iprmoetnt  tihng is taht the frist and lsat ltter be in the rghit pclae. The rset can be a total mses and you can sitll raed it wouthit  any porbelm. Tihs is bcuseae the huamn mnid deos not raed ervey  lteter by istlef, but the wrod as a wlohe. Amzanig  huh?

Nature of Perception

Price perception
Store perception
Subliminal Advertising and perception

Store Perception
Five components of store image which determines the overall perception are:
Location
Design
Products
Services
Personnel.
Nature of Perception

Price perception
Store perception
Subliminal Advertising and perception

Store Perception
Five components of store image which determines the overall perception are:
Location
Design
Products
Services
Personnel.
Subliminal Advertising
Perception that takes place below the threshold of sound and vision.

People can perceive stimuli without being consciously aware. Stimuli that are too weak or too brief to be consciously seen or heard may nevertheless be strong enough to be perceived by one or more receptor cells.
(James Vicary).

DRINK COCA COLA: Sales went up by 57%
and
EAT POPCORN: Sales went up by 15%

      
It could be:

Visual: In a study for instance people were exposed to the word ‘beef’ 1/200th of a second every seven seconds. People who were exposed to this were hungrier than the ones who were not.

Audio: Embedded in soundtracks.

Pictures: Images embedded in print adverts.

Criticism:
Selective perception still applies
Messages could be received differently
Drink Coca -Cola could also be received as drink Pepsi or even drive safely.

Learning and Perception:http://www.liuxuelw.org/essaydxxxq/2012/0105/809.html

Although interrelated with motivation and personality, learning may play an important  role in developing perception

The gaps which are unfilled from sensory inputs will be closed by the person’s perceptual process.