3. Nature of Perception
Mental process
Activation process
Unique interpretation
Wider than sensation
Affected by many factors
Provides check on
behavior
4. SENSATION
Sensation refers to the
responses of our sensory
receptors( eyes, ears,
mouth, nose, touch) to
environmental stimuli, and
the transmission of this
information to the brain.
5. PERCEPTION
Process of interpreting the
information acquired through the five
senses
source is the information sent to the
brain through sensation
Result in interpreting and giving
meaning to the information received
has more psychological significance
since the person’s past experiences
SENSATION
process of receiving information via
our five senses, which can then be
experienced and interpreted by the
brain
source is the stimuli obtained from
sensory organs
results in perception
a general biological procedure
9. Perceptual selection
Though people are exposed to several stimuli, they tend
to select only a few at a given point of time, this is
perceptual selectivity in perception which stimuli get
selected depends on two major factors:
1)Consumers pervious experience as it affects their
expectations.
2) Their motives at that time for one’s needs, desire &
interest.
10. 1) Nature of stimulus.
2)One’s expectations.
3)Motives at the time.
Factors affecting the
selection of stimuli:
11. Nature of product
Physical attributes
Package design
Brand name
Nature of
advertisement
13. “The stronger the motive the greater is the
tendency to receive stimuli”
Motive to purchase a
refrigerator – influence with
these types of add.
14. •People do not experience all the stimuli selected by
them as separate and discrete sensations.
• They rather, organise this stimuli into groups and
perceive them as a unified whole.
•This method of perceptual organisation enables
individuals to view life in a simplified manner.
20. 1)Needs & desire: Need - need a dress for
wedding.
Desire: desire to purchase.
2)personality: suits light colors
3) experience: because of prior comments
with family , friends etc.
27. •People have the tendency to interpret the
meaning of what they have selectively perceived
and organised on their basis of their own
assumptions about the stimuli.
• It is based on their previous experience stimuli
generally highly ambiguous.
•In that case an individual interprete them in
such a way as to serve to fulfill his needs,
wants, wishes, interests and so on.