Perception- Consumer Behavior Context.

Perception Context to Consumer Behavior.

“ WE  DON’T  SEE  THINGS  AS  THEY  ARE,  WE  SEE  THINGS  AS WE  ARE.”

 “ The study of perception is concerned with identifying the process

  through which we interpret and organize sensory information to

 produce our conscious experience of objects and object relationship.”

“ Perception is the process of receiving information about and making sense of the world around us. It involves deciding which information to notice, how to categorize this information and how to interpret it within the framework of existing knowledge.

“  A process by which individuals organize and interpret their sensory impressions in order to give meaning to their environment.

1.Sensation

nAn individual’s ability to detect stimuli in the immediate environment.

2.Selection

nThe process a person uses to eliminate some of the stimuli that have been sensed and to retain others for further processing.

3.Organization

nThe process of placing selected perceptual stimuli into a framework for “storage.”

4.Translation

nThe stage of the perceptual process at which stimuli are interpreted and given meaning.

Factors influencing perception:

    A number of factors operate to shape and sometimes distort perception. These factors can reside in the perceiver, in the object or target being perceived or in the context of the situation in which the perception is made.

Perceptual organization:

It is the process by which we group outside stimuli into recognizable and identifiable patterns and whole objects.

Certain factors are considered to be important contributors on assembling, organizing and categorizing information in the human brain. These are

-Figure ground

-Perceptual grouping.

PERCEPTUAL GROUPING

Our tendency to group several individual stimuli into a meaningful and recognizable pattern.

 It is very basic in nature and largely it seems to be inborn.

Some factors underlying grouping are

-continuity

-closure

-proximity

-similarity

Shortcuts in judging others:

Selective Perception :

      People selectively interpret what they see on the basis of their interests, background, experience and attitudes.

Halo Effect :

  Drawing a general impressions about an individual on the basis of a single charecteristics.