The Concept Of Perception 214p4c

THE CONCEPT OF PERCEPTION 

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In philosophy, psychology, and the cognitive sciences, perception is the process of attaining awareness or understanding of sensory information. The process by which an individual selects, organizes, and interprets stimuli into a meaningful and coherent picture of the world How we see the world around us

SENSORY THRESHOLDS 

The Absolute Threshold  The absolute threshold is the lowest level at which an individual can

experience a sensation.

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The Differential Threshold  Minimal difference that can be detected between two similar

stimuli.  The JND and Weber's Law  The JND(just noticeable difference) between two stimuli is not an absolute amount but an amount relative to the intensity of the first stimulus.  Weber’s law states that the stronger the initial stimulus, the greater the additional intensity needed for the second stimulus to be perceived as different.

Marketing Applications of the J.N.D. 

Marketers need to determine relevant j.n.d. for their products

the

so that negative changes are not readily

discernible to the public so that product improvements are very apparent to consumers

Aspects of Perception Selection Organization Interpretation

1.Perceptual Selection Consumers subconsciously are selective as to what they perceive.  Perceptual selection depends on the 

Nature of the stimulus Expectations Motives

These factors give rise to four important concepts concerning perception:

Perceptual Selection Concepts 

Selective Exposure

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Consumers seek out messages which:  Are pleasant  They can sympathize  Reassure them of good

purchases

Perceptual Selection Concepts  Heightened

 Selective

Attention

awareness when stimuli meet their needs  Consumers prefer different messages and medium

Perceptual Selection Concepts  Perceptual

Defense

 Screening

out of stimuli which are threatening

Perceptual Selection Concepts  Perceptual

Blocking

 Consumers

avoid being bombarded with stimulus by simply blocking such stimuli from conscious awareness

2. Organizing  Customers

do not experience the numerous stimuli they select from the environment as separate and discrete sensation; rather they tend to organize them into groups and perceive them as unified wholes.

Organization Principles  Figure

and ground

 People

tend to organize perceptions into figureand-ground relationships.  The ground is usually hazy.  Marketers usually design so the figure is the noticed stimuli.

Organization Principles  People

 Grouping

group stimuli to form a unified impression or concept.  Grouping helps memory and recall.

Organization Principles  Closure

 People

have a need for closure and organize perceptions to form a complete picture.  Will often fill in missing pieces  Incomplete messages ed more than complete

3. Interpretation  The

interpretation of stimuli is also uniquely individual, because it is based on what individuals expect to see in light of their previous experiences and on their motives and interests at the time of perception.

Interpretation Perceptual Distortion  Physical Appearances 

Stereotypes  First Impressions  Jumping to Conclusions  Halo Effect