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
There are 3 aspects of perception:
1. Perceptual Selection
2. Perceptual Organization
3. Perceptual Interpretation
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
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…
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
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.
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
NOT ALL THE STIMULI RECEIVED BY THE HUMAN ORGANISM
ARE ACCEPTED BY IT.
SOME STIMULI ARE NOTICED AND SOME ARE SCREENED
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.
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 from
Consumers selects , ignore, turn away some of the stimulus based on
1) Nature of the stimulus
Nature of the product, physical attributes, the package design,
brand name and advertisements
People see what they want to see, based on previous experience,
familiarity and preconditioned set of expectations.
People perceive the things they need and want – Stronger the need –
Greater tendency to ignore unrelated things.
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
Perceptual Blocking: People
block stimuli which is bombarded.