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Dynamics of perception

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  • 1. 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 individual There are 3 aspects of perception: 1. Perceptual Selection 2. Perceptual Organization 3. Perceptual Interpretation
  • 2. Perceptual Selection Consumers 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
  • 3. NATURE OF STIMULI A 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…
  • 4. 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
  • 5. 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.
  • 6. CONCEPTS OF PERCEPTION: 1.SELECTIVE EXPOSURE 2.SELECTIVE ATTENTION 3.PERCEPTUAL DEFENSE 4.PERCEPTUAL BLOCKING
  • 7. 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.
  • 8. Further, they select such stimulus which helps in making purchase decision .
  • 9. Selective attention: NOT ALL THE STIMULI RECEIVED BY THE HUMAN ORGANISM ARE ACCEPTED BY IT.  SOME STIMULI ARE NOTICED AND SOME ARE SCREENED OUT. 
  • 10.  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.
  • 11. PERCEPTUAL DEFENSE Consumers subconsciously screen out stimuli that they find psychologically threatening even though the exposure has already taken place
  • 12. PERCEPTUAL BLOCKING 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 from conscious awareness.
  • 13. Perceptual blocking
  • 14. PERPECTUAL SELECTION: Consumers selects , ignore, turn away some of the stimulus based on the requirements 1) Nature of the stimulus Nature of the product, physical attributes, the package design, brand name and advertisements 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.
  • 15. 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.

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