Perception

What is Perception?

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The process by which an individual selects ,
organizes and interprets stimuli into meaningful
and coherent picture of the world
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Stimulus is any unit of input to a sensory
receptor
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eg: brand names , colours, sounds and
packages
Sensory System

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Vision -Mktrs rely heavily on visual elements
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Smell- odours can stir emotions &feelings
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Sound – attitude and message comprehension
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Touch- moods are stimulated or relaxed
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Taste -
Sensation – Exposure to stimulus
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Absolute Threshold:
lowest level at which an individual can
experience a sensation , something & nothing
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Differential Threshold :
the smallest detectable difference between
two values of the same stimulus , JND -Ernst
Weber
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Subliminal Perception
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when stimulus is below the threshold of
awareness and is perceived
Subliminal techniques

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Embeds : are tiny figures that are inserted
into magazine advertising by use of high
speed photography or air busting .
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Auditory message : marketers seem to
fascinated by possible effects of messages
hidden on sound recordings
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Consumer feedback : Consumer Folklore
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low level Auditory stimulation :
psycho -acoustic persuasion
Perpectual Selection
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selectivity of a stimulus depends on consumers
previous experience and motives . besides the
nature of stimulus itself .
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Expectations
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motives
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Selective exposure
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selective attention
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adaptation
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perceptual vigilance and defence
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perceptual blocking
perceptual organisation

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Figure and Ground
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Grouping – proximity , similarity. continuity
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closure