PERCEPTION

BY:

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

Perception

What do you see in this picture? Do you see blood stains on the wall? Its just red coloured paint splashed on the wall. immediately after seeing this picture , the first thing that comes to your mind is blood because the paint is red in colour.

What do you see?

Now what do you see?

Ambiguous figures
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

Cont..
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.

Some Marketing Variables Influencing Consumer Perception

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

Distorting Influences
Physical Appearances Stereotypes Irrelevant Cues First Impressions Jumping to Conclusions Halo Effect

Types of Perceived Risk

Functional Risk Physical Risk Financial Risk Psychological Risk Time Risk

THANK YOU