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