The document discusses perception and sensation. It defines perception as understanding or interpreting information acquired through the senses with a particular point of view, while sensation refers to responses of sensory receptors to external stimuli. Perception involves interpreting this sensory information based on past experiences. The perceptual process involves input, processing, and output stages. Perception is affected by internal factors like needs and motives as well as external stimuli characteristics. People selectively perceive based on their expectations and motives. Perception results from interpreting stimuli in a way that fulfills one's needs based on assumptions and previous experiences.

2. MEANING
Perception means
understanding or thinking
about a particular thing
with a particular point of
view.

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

6. Process of Perception

7. Perceptual process

8. Stages of
perceptual
process
Input stage
Processing
stage
Output
stage
Behaviour
stage

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

12. “People see what they want to see”

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.

15. 1)
Figure
and
ground
2)
grouping
3)
closure

19. Internal factors:
• Needs & desires.
• Personality
• experience
External factors:
• size
• Intensity
• Motion
• Repetition
• Status
• contrast

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.

21. 1) Size

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.

28. similarity proximity
Principle of
continuity
Principle of
contextss

29.  stereotyping
 Impression
 Halo effect
 Projection
 Attribution
 Inference
 Selective perception
 Physical appearance
 Perceptual set

30. Characteristics
of perceiver:
One’s needs and
motives
One’s beliefs
One’s expectations
Current psychological
state
Self concept
Situation
One’s past experience