Lecture 4 Flashcards
Perception is….
A process of converting sensory input into an understanding of how the world works.
Perceptions are affected by influences (7)
Culture
Media
Field of experience
Language
Expectations
Motives
Selective Perception
Wishful Seeing
See the world the way we want it to be
Ways of Coping with Information Overload SELECTIVE EXPOSURE
We expose ourselves only to beliefs, values and ideas that are similar to our own.
Selective Exposure Theory
Individuals prefer messages that support their own position
We select messages to support our emotional state
Selective Exposure Online: ECHO CHAMBERS AND FILTER BUBBLES
Echo Chamber: An environment in which a person encounters only beliefs that coincide with their own.
Filter Bubble: A situation in which an Internet user encounters only information that conform to their own belief .
Selective Attention
Describes the process of concentrating on on part of the environment while not paying attention to the rest.
Perceptual Process, three stage
Exposure
Attention
Interpretation
Perceptual Process Stage 1: Exposure
Sensation: The immediate and direct response of the sensory organs to stimuli. (Vision, Scent, Sound, Touch, Taste)
Sensory Thresholds: Point at which a difference between “something” and “nothing” can be detected.
Subliminal perception: Phenomenon where brief exposure to a massage can cause people to experience a sudden mysterious desire.
Perception Process Stage 2: Attention
Attention is the extent to which processing activity is devoted to a particular stimulus.
How do marketers get attention?
1: Focus on Personal Selection Factors
2: Focus on Characteristics that enhance the change of a stimulus being noticed
1: Focus on Personal Selection Factors
Experience: is the result of acquiring and processing stimulation over time
Perceptual filters: are based on our past experiences influence what we decide to process.
2: Focus on Characteristics that enhance the change of a stimulus being noticed
Contrast
Size
Colour
Position
Novelty
Movement
Perceptual Process Stage 3: Interpertation
Interpretation refers to the process of giving meaning to sensory stimuli
Interpretation refers to the process of giving meaning to sensory stimuli
Interpretation depends on the schema,
or set of beliefs, we assign it to.
The three stages of perception happen
simultaneously as well as continuously.
There are so many inputs, our brains
need to organize these into groups.
Example: You do not only see your
friend’s hair, nose and eyes; you
recognize the face.
