Perceptions

In: Psychology

Submitted By seno08
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PERCEPTION

1. We all see the world in our own way, and interpret it differently. Several people can see the same incident and give very different accounts.

2. Senses differ from perception

3. For marketers, consumers perceptions are much more important than their knowledge of objective reality. "Reality" is an individuals perception of what has taken place.

4. What people think or believe is in many ways more important than what really is

5. Perception is defined as "how we see the world around us" our perception is based on our needs, values, expectations

6. Perception is the process by which an individual selects, organises and interprets stimuli into a meaningful and coherent picture of the world (stimulus = input to the senses).

7. Sensation = immediate and direct response of the sensory organs to simple stimuli eg. an advertisement, a brand name, a package.

8. ABSOLUTE THRESHOLD = point at which a person can detect a difference between something and nothing. It is different for each individual

- adaptation = getting used to a sensation senses becoming dulled to it, because of adaptation, advertisers try to change their campaign regularly, use attention gaining techniques eg. samples, stunts etc. Packaging also is designed to stand out from the rest, to gain attention. i.e. if you sense the same thing over and over again you will become bored with it and turn off from it.

9. DIFFERENTIAL THRESHOLD = minimal difference between two stimuli or just noticeable difference JND

- Webers law = the stronger the initial difference, the greater the additional intensity needed for the second stimulus to be perceived eg. price changes relative to cost of the item. i.e. if the item is expensive then it will need a significant price change before it is noticed. To make a noticeable difference the stimulus needs to be the equivalent…...

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