THE CONCEPT OF

PERCEPTION
 In philosophy, psychology, and the cognitive
sciences, perception is the process of
attaining awareness or understanding of
sensory information.
 The process by which an individual selects,
organizes, and interprets stimuli into a
meaningful and coherent picture of the world
 How we see the world around us
SENSORY THRESHOLDS
 The Absolute Threshold
 The absolute threshold is the lowest level at which an individual can
experience a sensation.
 The Differential Threshold
 Minimal difference that can be detected between two similar
stimuli.
 The JND and Weber's Law
 The JND(just noticeable difference) between two stimuli is not
an absolute amount but an amount relative to the intensity of
the first stimulus.
 Weber’s law states that the stronger the initial stimulus, the
greater the additional intensity needed for the second stimulus
to be perceived as different.
Marketing Applications of
the J.N.D.
 Marketers 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
Aspects of Perception

Selection

Organization

Interpretation
1.Perceptual
Selection
 Consumers subconsciously are selective
as to what they perceive.
 Perceptual selection depends on the
Nature of the stimulus
Expectations
Motives
These factors give rise to four important
concepts concerning perception:
Perceptual Selection
Concepts

 Selective  Consumers seek out

messages which:
Exposure  Are pleasant
 They can sympathize
 Reassure them of good
purchases
Perceptual Selection
Concepts

 Heightened awareness
 Selective when stimuli meet their
needs
Attention  Consumers prefer
different messages and
medium
Perceptual Selection
Concepts

 Perceptual  Screening out of stimuli

which are threatening
Defense
Perceptual Selection
Concepts

 Perceptual  Consumers avoid being

bombarded with
Blocking
stimulus by simply
blocking such stimuli
from conscious
awareness
2. Organizing
 Customers do not experience the
numerous stimuli they select from the
environment as separate and discrete
sensation; rather they tend to organize
them into groups and perceive them as
unified wholes.
Organization
Principles

 Figureand  People tend to organize

perceptions into figure-
ground
and-ground relationships.
 The ground is usually
hazy.
 Marketers usually design
so the figure is the noticed
stimuli.
Organization
Principles

 People group stimuli to

 Grouping form a unified
impression or concept.
 Grouping helps memory
and recall.
Organization
Principles

 Closure  People have a need for

closure and organize
perceptions to form a
complete picture.
 Will often fill in missing
pieces
 Incomplete messages
remembered more than
complete
3. Interpretation
 The interpretation of stimuli is also
uniquely individual, because it is based
on what individuals expect to see in light
of their previous experiences and on
their motives and interests at the time of
perception.
Interpretation
Perceptual
Distortion
 Physical Appearances
 Stereotypes
 First Impressions
 Jumping to Conclusions
 Halo Effect