Perception

Examples of Perception in the following topics:

• Perception

  • Perception in marketing is described as a process by which a consumer identifies, organizes, and interprets information to create meaning.
  • Perception is a psychological variable involved in the purchase decision process that is known to influence consumer behavior.
  • Selective perceptions is categorized under two types: a low level of perception, known as perceptual vigilance, and a higher level of perception, known as perceptual defense.
  • These are two optical illusions that illustrate how perception may differ from reality.
  • Describe the characteristics of perception as a part of the consumer buying decision process

• The Perceptual Process

  • Personality - Personality traits influence how a person selects perceptions.
  • Motion - A moving perception is more likely to be selected.
  • When a perception is new, it stands out in a person's experience.
  • After certain perceptions are selected, they can be organized differently.
  • Perceptual Context - People will tend to organize perceptions in relation to other pertinent perceptions, and create a context out of those connections.

• Social Perception

  • Social perception is a kind of perception that allows one to understand other people, social cues, and non-verbal cues in their environment.
  • These perceptions can influence an individual's behaviors and attitudes.
  • Social perceptions of others are compared to self perceptions to give an individual a better understanding of where he or she falls in society.
  • While the most simplistic view of social perceptions involves one individual's perception of another, it can also refer to an individual's perception of a group, a group's perception of an individual, or a group's perception of another group.
  • Describe how perception is linked to the process of social cognition.

• Sensation to Perception

  • Sensation and perception are two distinct stages of processing during human sensing.
  • Transduction can be likened to a bridge connecting sensation to perception.
  • The resulting mental recreation of the distal stimulus is the percept.
  • Perception is particularly important to our ability to understand speech.
  • These are two optical illusions that illustrate how perception may differ from reality.

• Perceiving Motion

  • Motion perception is the process of inferring the speed and direction of elements in a scene based on visual input.
  • Monocular vision, or vision from one eye, can detect nearby motion; however, this type of vision is poor at depth perception.
  • Motion perception happens in two ways that are generally referred to as first-order motion perception and second-order motion perception.
  • However, this type of motion perception is limited.
  • Due to first-order motion perception, the luminous impulses are seen as a continual movement.

• Perceiving Depth, Distance, and Size

  • Perception of depth, size, and distance is achieved using both monocular and binocular cues.
  • In reality, perception and vision are far more complicated than that.
  • Depth perception is the visual ability to perceive the world in three dimensions, coupled with the ability to gauge how far away an object is.
  • Depth perception, size, and distance are ascertained through both monocular (one eye) and binocular (two eyes) cues.
  • The Ebbinghaus illusion illustrates how the perception of size is altered by the relative sizes of other objects.

• Consumer Perception of Communication

  • Organizations must keep in mind both the internal and external factors that influence audience perception during the communications process.
  • The internal psychological process that is associated with this information search is perception.
  • Perception is defined as "the process by which an individual receives, selects, organizes, and interprets information to create a meaningful picture of the world. " During the perception process, consumers enter different stages where they choose which promotional messages they will expose themselves to.
  • Organizations can source information from this perception process, using these data to develop an effective promotional strategy.
  • Explain why managing consumer perception is integral to successful marketing communications

• Introducing the Perception Process

  • Perception is the set of unconscious processes we undergo to make sense of the stimuli and sensations we encounter.
  • All stages of the perception process often happen unconsciously and in less than a second.
  • Thus, the first step of perception is the (usually unconscious, but sometimes intentional) decision of what to attend to.
  • An ambiguous stimulus may be translated into multiple percepts, experienced randomly, one at a time, in what is called "multistable perception."
  • Rubin's Vase is a popular optical illusion used to illustrate differences in perception of stimuli.

• Cultural Influences on Perception

  • However, our perceptions of our emotions are affected by culture.
  • Two theories of social perception are Attribution theory and Social Comparison theory.
  • Motivational factors also influence perceptions both positively and negatively.
  • The feelings we have influence our perceptions of places, situations, people, objects, etc.
  • Identify examples of how emotions, goals, and culture influence our perception

• Unconscious Perception and Influences on Behavior

  • Our brains take in more information than we are consciously aware of, which influence our perceptions and behaviors.
  • Perception is the process by which the mind selects, organizes, and interprets sensations.
  • It affects our behavior because perception allows us to assess situations and decide on suitable reactions.
  • Therefore, much of our perception is based on unconscious processes.
  • A hypnotic trance state is an example of unconscious perception influencing behavior.