This document discusses perception and the perceptual process. It defines perception as the process of receiving information about and making sense of the world. Perception involves selecting certain information to notice based on both external factors like size, intensity, contrast, repetition, motion, and novelty, as well as internal factors like personality, experience, values, and expectations. The perceptual process then involves organizing and interpreting this selected information within the framework of our existing knowledge to arrive at a unique interpretation of the situation, which forms the basis of human behavior.

1. PERCEPTION
• It is the process of receiving information about
& making sense of the world around us.
• It involves deciding which information to
notice, how to categorise this information, &
how to interpret it within the framework of our
existing knowledge.

2. Factors Influencing Perception

3. FEATURES OF
PERCEPTION Sensory Experience: Perception is our sensory experience of the world
around us and involves both the recognition of environment stimuli and
actions in response to these stimuli.
 Subjective: Perception is a subjective process because different people
may look at the same event from different angles and interpret the same in
multifarious ways.
 Filter: Perception serves like a filter through which
information passes before it has an effect on people.

4. Unique Interpretation: Perception is a unique
interpretation of the situation.
Basis of Human Behavior: There can be no behavior
without perception and perception lies at the base of
every individual behavior.

5. PERCEPTUAL PROCESS
Selection
(ext/int. factors)
Organization
Interpretation
Observation

6. I. PERCEPTUAL SELECTION
It is a tendency to filter out information
that is discomforting, that seems irrelevant,
or that contradicts one’s values and beliefs.

7. ATTENTION FACTORS IN
SELECTION
1. EXTERNAL FACTORS
2. INTERNAL FACTORS
EXTERNAL FACTORS
1. SIZE
2. INTENSITY
3. CONTRAST
4. REPETITION
5. MOTION
6. NOVELTY AND
FAMIIARITY

8. Larger the Object Higher is the Probability of Getting Noticed.
Ex: Full Page Advertisement in a Newspaper, A Very Tall Person
In Crowd etc.
SIZE
INTENSITY
The more intense the external
Stimuli the more likely it is to
Be perceived.
Ex: A Loud Noise, Bright
Light etc

9. CONTRAST
The external stimuli which stands out against
the background will receive more attention

10. REPETITION
A repeated stimuli is more attention drawing
than a single one
Ex: Same advertisement or different advertisement
but for the same product shown again & again.
MOTION
An animated sign attracts more attention than a
billboard

11. NOVELTY AND FAMILIARITY
A new and unique stimulus will often
be perceived more readily than those
Observed on a regular basis.
Ex: an elephant walking along a city street is
noticed instantly.

12. INTERNAL FACTORS
1. PERSONALITY
2. EXPERIENCE
3. VALUES AND BELIEFS
4. EXPECTATIONS
5. LEARNING