2. External factors influencing
perception
How do we explain that individuals may look at the same thing, yet
perceive it differently? 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 . So objective
factors or external factors are
the characteristics of perceived object, an event or a person.
3. size
The bigger the size of the perceived stimulus, the
higher is the probability that it will be noticed.
Dominance is established by size and it overrides
other things and thereby enhances perceptual
selection. Size attracts the attention of the
individual
4. For example A full page
spread advertisement
attracts more attention than
a few lines in a classified
section . The reason is not
difficult to seek . The size
establishes dominance and
enhances perceptual
selection.
6. Intensity
Intensity is closely related to size . The intensity
principle of attention states that the more intense
the stimuli , the more likely it is to be perceived .
7. For example While reading a passage, a person comes across a
few lines printed in bold letters. He automatically pays more
attention to these lines. Underlined sentences and so the
ones in italics are generally more attentively read.
As another example , a loud noise or strong odour will be
noticed more than a soft sound and weak odour . Advertisers
also use intensity to attract and gain the consumer’s attention.
8. Frequency
Repeated external stimulus is more attention gaining
than a single one, so states the frequency principle.
Repetition is one of the most frequently used
techniques in advertising and is the most common way
of attracting the people’s attention. Frequency results in
making people aware of the stimulus.
9. Motion
The movement principle says that people pay
more attention to a moving object than the
stationary ones . For example People will be
attracted more by a running train than one
standing on the platform
10. Contrast
As per contrast principle , the external
stimuli which stands out against the
background will receive more attention . A
contrasting effect can be caused by color,
or any unusual factor.
11. For example , safety signs
with black lettering on a
yellow background or with
white lettering on a red
background are more
attention –attracting.
12. Novelty
Novel or something unique or a peculiar idea is
likely to attract anyone’s attention. A theory
called the mere exposure effect states that
people tend to become attracted to a novel
stimuli if it was repeated over and over again.
13. We tend to group close things and
similar things together. Members of
any group that has clearly
distinguishable characteristics in
terms of features or color are often
perceived as alike in other, unrelated
characteristics as well.
Similarity
14. Proximity means closeness, either in terms of physical
distance, personal relationship, or length of time.
Proximity is an important factor for formation of
groups. For the same reason an individual behavior may
be perceived to be group behavior.
Proximity
15. Research has shown that Physical proximity
plays a very important role in promoting
attraction. It was found that most people
tend to become attracted to people who live
near by them.
