Perception

Perception

The process by which an individual selects, organizes, and interprets stimuli into a meaningful and coherent picture of the world.

Perception

You can see a white vase as figure against a black background, or two black faces in profile on a white background

What do you see?

Now what do you see?

Young, or old?

Ambiguous figures(Young, or old?)

Can be seen in different ways to make different images. Best known ambiguous figure is Old Woman/Young Woman, by E. G. Boring

 Mller-Lyer Illusion The two lines above are the same length, but the diagonals extending outward from both ends of the lower line make it look longer than the upper line

What is Perception?
YOUR interpretation of reality
after information/stimuli is

Filtered out Selected Organized Defined .using YOUR existing

Cont..
Knowledge
Needs Beliefs Values Assumptions

Attitudes.

Elements of Perception

Sensation The absolute threshold The differential threshold Subliminal perception

Sensory Receptors: The human organs (eyes, ears,

nose, mouth, skin) that receive sensory inputs.

Absolute Threshold : The lowest level at which an

individual can experience a sensation.

Differential Threshold : The minimal difference that can

be detected between two stimuli. Also known as the j.n.d. (just noticeable difference).

Subliminal Perception: Perception of very weak or rapid

stimuli received below the level of conscious awareness.

Price/Quality Relationship

The perception of price as an indicator of product quality (e.g., the higher the price, the higher the perceived quality of the product).

Some Marketing Variables Influencing Consumer Perception

Nature of Product Physical Attributes of Product Package Design Brand Name Advertisements & Commercials Position of Ad Editorial Environment

Perceived risk
The degree of uncertainty perceived by the consumer as to the consequences (outcome) of a specific purchase decision

Types of Perceived Risk

Functional Risk Physical Risk Financial Risk Psychological Risk Time Risk

Distorting Influences
Physical Appearances Stereotypes

Irrelevant Cues
First Impressions

Jumping to Conclusions
Halo Effect

Perception
The study of perception is concerned with identifying the process through which we interpret and organize sensory information to produce our conscious experience of objects and object relationship. Perception is the process of receiving information about and making sense of the world around us. It involves deciding which information to notice, how to categorize this information and how to interpret it within the framework of existing knowledge. A process by which individuals organize and interpret their sensory impressions in order to give meaning to their environment.

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The Perceptual Process

1. Sensation

3. Organization
The process of placing

An individuals ability to

detect stimuli in the immediate environment. 2. Selection The process a person uses to eliminate some of the stimuli that have been sensed and to retain others for further processing.
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selected perceptual stimuli into a framework for storage.

4. Translation
The stage of the

perceptual process at which stimuli are interpreted and given meaning.

Perceptual Process Receiving Stimuli (External & Internal)

Selecting Stimuli External factors : Nature,

Location,Size,contrast, Movement,repetition,similarity Internal factors : Learning, needs,age,Interest,

Interpreting Attribution ,Stereotyping, Halo Effect, Projection

Organizing Figure Background , Perceptual Grouping ( similarity, proximity, closure, continuity)

Response Covert: Attitudes , Motivation, Feeling Overt: Behavior

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Factors influencing perception

A number of factors operate to shape and sometimes distort perception. These factors can reside in the perceiver, in the object or target being perceived or in the context of the situation in which the perception is made.

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 Factors influencing Perception

Factors in the perceiver Attitudes Motives Interests Experience Expectations

Factors in the situation Time Work Setting Social Setting

Perception

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Factors in the Target Novelty Motion Sounds Size Background Proximity Similarity

Perceptual organization
It is the process by which we group outside stimuli into

recognizable and identifiable patterns and whole objects.

Certain factors are considered to be important contributors on

assembling, organizing and categorizing information in the human brain. These are
- Figure ground - Perceptual grouping

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Figure-Ground Illustration
Field-ground differentiation
The tendency to distinguish

and focus on a stimulus that is classified as figure as opposed to background.

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PERCEPTUAL GROUPING
Our tendency to group several individual stimuli into a

meaningful and recognizable pattern.

It is very basic in nature and largely it seems to be inborn. Some factors underlying grouping are

-continuity -closure -proximity -similarity

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Perceptual Errors
Person Perception: Making Judgments About Others Factors in Perceiver Factors in perceived Situational Factors

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Factors in Perceiver (Shortcuts in

judging others)
1. Mental Set:-It is the tendency one has to react in a certain way to a given situation. Suppose you are a contestant in a track meet,as you hear the preparatory command Get Ready, Get Set. When you hear the command Go you take off at once since you are already set and ready to his command In Org:- People have tendency to perceive about others on the basis of this mental set which causes MISPERCEPTION

2. ATTRIBUTION THEORY
Attribution - to explain by indicating a cause

ATTRIBUTION THEORY - motivational theory

looking at how the average person constructs the meaning of an event based on his /her motives to find a cause and his/her knowledge of the environment.

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Cont
Theory basically looks at how people make sense

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of their world; what cause and effect inferences they make about the behaviors of others and of themselves. Heider states that there is a strong need in individuals to understand transient events by attributing them to the actor's disposition or to stable characteristics of the environment. Two basic kinds of attributions made: INTERNAL and EXTERNAL INTERNAL dispositional EXTERNAL - situational

Organizational Behavior / Perception

Distinctiveness Does this person behave in this manner in other situation

Consensus Do other person Behave in the Same manner?

Consistency Does this person behave in this same manner at other times ?

YES Low Distinctiveness NO High Distinctiveness

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No Low Consensus Yes High Consensus

Yes High Consistency No Low Consistency

Internal Attribution
External Attributio n

Attribution Theory
When individuals observe behavior, they attempt to determine whether it is internally or externally caused.

observation

Interpretation
H Distictinctiveness L H

Attribution of cause
External Internal External Internal

Individual behavior

Consensus L

H Consistency
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Internal External

H high

L- Low

Attribution Theory
For Eg:- If the failure of subordinates perceived to

be caused by external factors on which the subordinate does not have any control, the manager may treat him as capable and trustworthy as against the reason of failure is attributed to the subordinate
If a person is by passed in promotion ,he may

attribute the reason of his bypassing in terms that others have been promoted not because of their ability but because of their being close with high ups

 Selective Perception :

People selectively interpret what they see on the basis of their interests, background, experience and attitudes.

Halo Effect :
Drawing a general impressions about an individual on the basis of a single characteristics.

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 Contrast Effect :
Evaluation of a persons characteristics that are effected by comparisons with other people recently encountered who rank higher or lower on the same characteristics.

Projection :
First The Perceiver tries to project his personality attributes in others, known as Projection.

Second the perceiver tries to fit his attitudes,beliefs,expectations to

reality, known as the process of Self fulfilling Prophecies
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 Stereotyping

Judging someone on the basis of ones perception of the group to which that persons belongs.
First Impression:-It is very common that people

evaluate others on the basis of first Impression

Factors in Person Perceived

Status:- The target person may be perceived on the basis of his status and not on the basis of his actual characteristics. Thus A person having high status may be perceived to have many desirable qualities as compared to a person having low status

Situational Factors
S factors also affect the Perception.Thus a

person is likely to be perceived by a place For E.g.:- A person is perceived differently if he meets with other in a Five Star Hotel as compared to an ordinary place.

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Count the black dots . . .

Ladder up or down?