dynamics of perception

DYNAMICS OF PERCEPTION

Perception is a result of two types of inputs: Physical stimuli and Past experience. The combine factors of these two factors produces different pictures for each individualThere are 3 aspects of perception:1. Perceptual Selection2. Perceptual Organization 3. Perceptual Interpretation

Dynamics Of Perception

Perceptual SelectionConsumers receive a lot of stimuli from the

environment but they select only some based on their nature

This depends on three major factors

•Nature of the stimulus•Consumer’s previous experience

•Consumer’s motives

NATURE OF STIMULIA STIMULI CAN HAVE A LARGE AMOUNT OF VARIATIONS DEPENDING ON THE NATURE OF THE PRODUCT, THE PHYSICAL ATTRIBUTES, THE DESIGN, THE BRAND NAME , THE TYPE OF ADVERTISEMENT AND SO ON…

CONSUMER’S PREVIOUS EXPERIENCE

CONSUMER SEE WHAT THEY EXPECT/WANT TO SEE . WHAT THEY EXPECT DEPENDS ON THEIR PREVIOUS EXPERIENCE. THUS, DIFFERENT CONSUMERS WOULD SEE DIFFERENT QUALITIES IN THE SAME PRODUCT DEPENDING ON THEIR NEEDS

CONSUMER’S MOTIVES

PEOPLE TEND TO IGNORE THE STIMULI THAT ARE IRRELAVENT TO THEIR NEEDS. THIS HELPS A MARKETER DECIDE THE SEGMENTS TO WHICH THE PRODUCT CAN BE TARGETED. THIS IS HOW WE CAN SEE A NUMBER OF INNOVATIVE ADVERTISEMETS.

CONCEPTS OF PERCEPTION:

1.SELECTIVE EXPOSURE2.SELECTIVE ATTENTION3.PERCEPTUAL DEFENSE4.PERCEPTUAL BLOCKING

Selective exposure:PEOPLE TEND TO SELECT SPECIFIC ASPECTS OF EXPOSED INFORMATION BASED ON THEIR PERSPECTIVE, BELIEFS, ATTITUDES AND DECISIONS. PEOPLE CAN DETERMINE THE INFORMATION EXPOSED TO THEM AND SELECT FAVORABLE EVIDENCE, WHILE IGNORING THE UNFAVORABLE.

Further, they select such stimulus which

helps in making purchase decision.

Selective attention: NOT ALL THE STIMULI RECEIVED BY THE HUMAN ORGANISM ARE ACCEPTED BY IT. SOME STIMULI ARE NOTICED AND SOME ARE SCREENED OUT.

The process of filtering information received by some or your own sense is called selective attention.This often influences on buying decision. Some will select based on the brand, price and social appeals etc.

PERCEPTUAL DEFENSE

Consumers subconsciously screen out stimuli that they find psychologically threatening even though the exposure has already taken place

This refers to the subconscious “screening out” of stimuli that is inconsistent with one’s needs, values, beliefs, or attitudes. In the context of consumer behaviour it has been found that consumers protect themselves from being bombarded with marketing stimuli by simply “tuning out”—blocking such stimuli fromconscious awareness.

PERCEPTUAL BLOCKING

Perceptual blocking

CONCLUSION

2) Expectations:- People see what they want to see, based on previous experience,

familiarity and preconditioned set of expectations.

3) Motives People perceive the things they need and want – Stronger the need –

Greater tendency to ignore unrelated things.

PERPECTUAL SELECTION:Consumers selects , ignore, turn away some of the stimulus based on the requirements

1) Nature of the stimulusNature of the product, physical attributes, the package design, brand name and advertisements

SELECTIVE PERCEPTION Selective exposure:-

People look for pleasant and sympathetic messages and avoid painful or threatening ones.

Selective attention:- People look into ads which will satisfy their need.

Perceptual Defense:- People avoid psychologically threatening ones.

Hence constantly change the ad nature. [ Smoking – warning with words, and now with images ]

Perceptual Blocking:- People block stimuli which is bombarded.