SENSATION AND PERCEPTION

SENSATION VS PERCEPTION
What’s sensation? What’s perception ?

Perception: The process

Sensation: Activation of
of organizing and
receptors by stimuli in
making sense of sensory
the environment
information received
(the process of receiving, (the process of
translating, and organizing and
transmitting messages interpreting information
from the outside world received from the
to the brain) outside world)
PRINCIPLES OF SENSATION

*Sensory adaptation:
Weakened magnitude of a sensation
resulting from prolonged
presentation of the stimulus

(receptor fatigue, habituation)

(Getting back to the case of
preparing dinner ?)
-Applying the principle in daily
activities : Training? Business
activities ?
PRINCIPLES OF SENSATION

Can stimuli that are

below the level of
awareness have any
effect on human
behavior ?

Subliminal visual/
auditory stimuli
have a direct effect on
unconscious
motivation
 PRINCIPLES OF SENSATION

How to apply the principle (subliminal

stimulus) in business activities?
Give some examples ?
 What is subliminal
stimulus in this liquor
ad ?

Many liquor ads appear

to contain cleverly
disguised sexual stimuli
(Key, 1989)
 The Five Senses
Vision : light (what we experience)
Hearing (Audition): sounds
Taste (Gustation): tastes
Smell (Olfaction): odors
Touch (Cutaneous): pressure, temperature, pain

What is the most important and most highly

valued sense ? Why ?
 PERCEPTION

Perception: The process of organizing and

making sense of the stimuli in our surroundings

-We heavily rely on the visual sense

-Much knowledge about perception => learned
through research on vision
 Basic Perceptual Abilities
*Perceptual
Constancies?
The tendency to
perceive the size
and shape of
an object as
constant even
though its retinal
image changes
 FIGURE AND GROUND RELATION
What can you see in
this picture ?

Figure and ground

relation: Organization
of perceptual elements
into a figure (the focus
of attention) and a
background
 Figure and Ground Relation

Find some examples of this principle

application in daily activities
 Principles of Grouping

Proximity/nearness ?
 Principles of Grouping

Similarity?
 Principles of Grouping

Continuity?
 Principles of Grouping
Closure ?
Tendency to complete a
figure
 Apparent motion:
Illusion of movement in a stationary object

Can you give some examples of apparent

motion in our environment ?
 Perceptual Illusions

How can we explain the case “grass looks

greener on the other side of the fence” ?

Perceptual illusions: misconceptions or

interpretations of stimuli that do not
correspond to the sensations received
ARE THE CENTER CIRCLES THE SAME SIZE ?
ARE THE HORIZONTAL LINES THE SAME LENGTH ?
Applying the perceptual
learning in business
(marketing/advertising)?
Thank you !