pipd session 1 perception
Post on 19-Jul-2016
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PerceptionPerception
The process by which an individual selects, organizes, and interprets stimuli into a
meaningful and coherent picture of the world.
Elements of Perception Sensation The absolute threshold The differential threshold Subliminal perception
Sensory Sensory ReceptorsReceptors
The human organs (eyes, ears, nose, mouth, skin) that
receive sensory stimuli.Is there a sixth sense?
Absolute Absolute ThresholdThreshold
The lowest level at which an individual can experience a
sensation.
Sensory Sensory AdaptationAdaptation
“Getting used to” certain sensations; becoming
accommodated to a certain level of stimulation.
Differential Differential ThresholdThreshold
The minimal difference that can be detected between two stimuli. Also known as the
j.n.d. (just noticeable difference).
Weber’s LawWeber’s Law
A theory concerning the perceived differentiation
between similar stimuli of varying intensities (i.e., the stronger the initial stimulus,
the greater the additional intensity needed for the second stimulus to be
perceived as different).
Marketing Applications of the JND
Need to determine the relevant j.n.d. for their products so that negative changes are
not readily discernible to the public
so that product improvements are very apparent to consumers
Subliminal Subliminal PerceptionPerception
Perception of very weak or rapid stimuli received below
the level of conscious awareness.
Aspects of Perception
Selection Organization
Interpretation
External Factors Influencing Selection Nature of the object Location Intensity Size Contrast Movement Repetition Novelty and Familiarity
Internal Factors Influencing Selection Previous Learning Psychological Needs Age Difference Interest Ambivalence or mixed feelings about
something Paranoid Perception
Principles of Perceptual Organization People do not experience the numerous
stimuli they select from the environment as separate and discrete sensations.
People tend to organize stimuli into groups and perceive them as unified wholes.
Gestalt psychology (Gestalt, in German, means pattern or configuration) is the name of the school of psychology that first developed the basic principles of perceptual organization.
Principles of Perceptual Organization
Figure and ground Grouping Closure
Zeigernik effect
Figure and Ground Stimuli that contrast with their environment are more likely to
be noticed. The simplest example is the contrast between a figure and
the ground on which it is placed. The figure is usually perceived clearly as it is dominant The ground is usually perceived as indefinite, hazy, and
continuous. Advertisers have to plan their advertisements carefully Marketers sometimes run advertisements that confuse the
consumer because there is no clear indication of which is figure and which is ground.
Grouping
Individuals tend to group stimuli in “chunks” rather
than as discrete bits of information.
Grouping can be used advantageously by
marketers to imply certain desired meanings in
connection with their products. Most of us remember things like a social security number
because it can be broken into three “chunks.”
Closure Individuals have a need for closure.
As a result, people organize a perception so that they see a complete picture.
If the pattern of stimuli to which they are exposed is incomplete, they tend to perceive it as complete—they fill in the missing pieces.
The very act of completion serves to involve the consumer more deeply in the message.
Zeigernik Zeigernik EffectEffect
A person beginning a task needs to complete it. When he or she is prevented from
doing so, a state of tension is created that manifests itself in improved memory for the
incomplete task.
Perceptual Interpretation
The interpretation of stimuli is uniquely individual
Perceptual Set: You see what you expect to see in
light of their previous experience clarity of the stimulus,
the past experiences of the perceiver,
motives and interests at the time of perception
Implicit Personality Theory Projection The Process of Checking one’s
perception The Process of Reacting
Factors Influencing Perception Characteristics of the Perceiver Characteristics of the Perceived Characteristics of the Situation
Distorting Influences
Physical Appearances Stereotypes Irrelevant Cues First Impressions Jumping to Conclusions Halo Effect
Perception and Organisational Behaviour In an interview the interviewers’ judgment about
the suitability of a candidate depends on how his behavior is perceived by them
A rejected applicant might feel that he was wronged though he deserved selection
Interviewers generally form an early impression that becomes quickly entrenched. If the inadequacies of the candidate are exposed early, they weigh against him in the final selection
Specific applications in organizations Employment interview Performance expectations Performance evaluation Employee effort Employee loyalty
Five reasons why a person misperceives – Zalkind and Costello
You are influenced by subliminal perception You respond to irrelevant cues to arrive at a judgment You are influenced by emotional factors, i.e., what is
liked is perceived as correct. You weigh perceptual evidence heavily if it comes
from respectable sources You are not able to identify all factors, i.e., not
realizing how much weight is given to a single item
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