This document discusses primacy and recency effects in perception. It defines perception as how individuals organize and interpret sensory information to understand their environment. It then explains the stages of perception as stimulation, organization, interpretation, memory, and recall. Finally, it differentiates between the primacy effect, where first information received tends to form initial opinions and be better recalled, and the recency effect, where last information received dominates perception and is better recalled, especially if there is a delay between messages.

1. PRIMACY AND
RECENCY EFFECT

2. PERCEPTION:
• It is the process by which individuals organize and interpret their
sensory impressions in order to give meaning to their
environment.
• It is the organization, identification, and interpretation of sensory
stimulation in order to represent and understand the presented
information, or the environment.
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3. STAGES OF PERCEPTION:
• Stimulation
• Organization
• Interpretation
• Memory
• Recall
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4. DIFFERENTIATE BETWEEN
PRIMACY EFFECT & RECENCY:
PRIMACY EFFECT RECENCY EFFECT
Individual tendency to quickly form an
opinion of subject matter on the basis
of the first information we receive
about it
Individual perception on the subject
matter dominated by the last and most
recent information receive about it
People tend to recall the beginning
information better before they could
recall the last information.
People tend to recall the last
information better before they could
get to recall the beginning information
and middle information
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5. PRIMACY EFFECT RECENCY EFFECT
Primacy effect has most effect during
repeated message with a little and no
delay of a time between the message.
Listener more likely to start off paying
attention at first. So, when there are
no time delay between the first and
next information, usually they will be
able to memorize the first information
better and develop perception on it
rather than next information.
Recency effect has most effect in
repeated persuasion messages when
there is a delay between the
messages. If there are time delay
between the first information and last
information, individual will get to
develop the new perception towards
the subject matter.
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