Perception - Psychology

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What is PERCEPTION?

PERCEPTION Pe rc eptio n is the process of attaining awareness or understanding of sensory information.

EXAMPLE Our sense organs translate physical energy from the environment into electrical impulses processed by the brain. For example, light, in the form of electromagnetic radiation, causes receptor cells in our eyes to activate and send signals to the brain. But we do not understand these signals as pure energy. The process of perception allows us to interpret them as objects, events, people, and situations.

MARKETING OF PERCEPTION What this means to you is, be careful to generate an image that goes well towards people accepting your company as the one with whom they want to do business. Consumers buy from whom they want to do business, so, be attractive and useful to people.

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FUTURE ANALYSIS

FUTURE ANALYSIS A theory of perception according to which we perceive a shape, pattern, object, or scene by reacting first to the individual elements that makes it up. According to feature analysis approaches to perception, we break down stimuli into their component parts & then compare those parts to information that is stored in memory. When we find a match we are able to identify the stimulus

Feature analysis approach This technique uses facial ‘landmarks’ like the tip of the nose or the distance between eyes to distinguish among different people. This is also called template matching.

Psychologist Annie Treisman has a different perspective .She suggests that the perception of objects is best understood in term of two stage process.

• Pre-attentive stage • Focused attention stage

Pre-attentive stage In pre -attentive s ta ge we focus on the physical features of stimulus such as its size shape, color, orientation & direction of movement. This initial stage takes little or no conscious effort.

Focused Attention Stage In the fo cused a tte ntio n s ta ge, we pay attention to particular features of an object, choosing and emphasizing tat were considered separately.

Examples

What is ILLUSION?

ILLUSION Illusions in visual perception occur when experiences, which people report, do not correspond to physical measurements of stimuli. People are often surprised when they become aware of the lack of correspondence.

TYPES OF ILLUSION

•Optical illusion •Auditory illusion

Optical illusion An optic al i ll usio n  is always characterized by visually perceived images that, at least in common sense terms, are deceptive or misleading

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Auditory illusions An auditory illusion is an illusion of hearing, the sound equivalent of an optical illusion: the listener hears either sounds which are not present in the stimulus, or "impossible" sounds.

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USE OF ILLUSION IN ADVERTISEMENT One of the most obvious tricks advertisers use is repetition. Pronouns are never used to refer to a product, no matter how many times it has been mentioned before.