Perception?

• Perception is the process of selecting, organising, and interpreting information
• Perceptions function as filters, keeping consumers from being overwhelmed by the stimuli around them
• Perception is dependent on the nature of the physical stimulus, its environment, and the person perceiving the stimulus
• We organise stimuli ourselves
• Perceptual Vigilance is an unconscious process.

  Perceptual Defense is a conscious process.
• Differential Threshold and Weber’s Law are used to understand how stimuli are perceived
• The stronger the initial stimulus, the greater the additional intensity needed for a second stimulus to be perceived as different
• Just noticeable difference (JND) is the smallest additional level of stimulation that must be added for the majority of people to perceive a difference
• Types of Sensory Stimuli include size, position, colour, fragrance, texture, movement, isolation, novelty, contrast, and sound
• The use of colour, such as red, can influence perception and behaviour
• Perceptions are dependent on schemas, which are organised collections of beliefs and feelings
• Selective exposure, adaptation, and attention are important factors in consumer perception
• Stimuli are not perceived in isolation and are organized with their environment based on principles of stimulus generalisation from Gestalt psychology
• Principles include figure and ground, proximity, similarity, continuity, closure, and smallness
• Perceived Risk is influenced by the amount of uncertainty present and the extent of consequences of purchase
• Types of perceived risk include functional or performance risk, financial risk, physical risk, psychological risk, social risk, and time risk
• Perceptual Maps are visual displays of customer perceptions used to understand how customers view products and competitors
• Perceptual mapping provides a visual picture of market position based on consumer perceptions
• It can help analyze preference segments, identify unsatisfied segments, and move a brand closer to an ideal position by changing the product or consumers' perception
• Selective perception, selective exposure, and selective attention are key concepts in consumer perception
• Selective perception refers to the process of selecting objects in the environment for attention
• Selective exposure involves choosing the information we see or hear, like Instagram ads or YouTube videos
• Selective attention is influenced by response salience, focusing on objects related to immediate needs or wants