PERCEPTION

Factors Affecting Perception Perception Models Components of perception

Perception
It is defined as a cognitive process which selects, organises and interprets the stimuli.

Stimuli

Attention

Recognition Translation

Satisfaction

Performance

Behaviour

PERCEPTUAL SELECTIVITY External Attention Factors: Intensity Size Contrast Repetition Motion Novelty & Familiarity

Internal Set Factors

Learning & Perception Perceptual Set in the workplace

Figure Ground

The Rubin vase shown here is an example of this tendency to pick out form.

Figure Ground
The problem here is that we see the two forms of equal importance. If the source of this message wants us to perceive a vase, then the vase is the intended figure and the black background is the ground. The problem here is a confusion of figure and ground.

PERCEPTUAL ORGANISATION Figure Ground

An attractive presenter appears with a product; she is wearing a 'conservative' dress; Eye-tracking studies show substantial attention to the product; three days later, brand-name recall is high; An attractive presenter appears with a product; she is wearing an attractive dress; Eye-tracking shows most attention on the presenter; brand-name recall is low. - confusion of figure and ground.

Perceptual Grouping
Proximity
Things which are close together in space or time tend to be perceived as grouped together. Thus, if you want your audience to associate the product with the presenter, put them close together; if you want them to perceive two ideas as associated, present them in close proximity.

Perceptual Grouping
Closure

Perceptual Grouping
Closure Receivers often prefer to be able to complete messages themselves and there is some evidence to suggest that, for example, advertising in which potential customers are required to play an active rle in completion of the message is retained for longer. (There is, of course, the danger that they may complete it wrongly!)

Perceptual Grouping
Continuity

Perceptual Grouping
Continuity Where figures are defined by a single unbroken line, they tend to be seen as an entity. This principle is of course of particular importance in graphic design. Even something as simple as drawing a squiggle to link up apparently disparate elements on a page can be helpful in suggesting to the reader that they are parts of a whole.

Perceptual Grouping
Similarity

Things which are similar are likely to form 'Gestalten' as groups. So in the graphic on the left you probably see an X of fir trees against a background of the others; in the graphic on the right you may see a square of the other trees, partly surrounded by fir trees.

SOCIAL PERCEPTION
Characteristics of Perceiver and perceived Attribution Stereotyping Halo effect

Impression management
Applied to real life

Impression management
Behaving in ways so that others perceive us how we want to be perceived

How to do it - positively
Demotion Preventive Strategy

Accounts (give excuses, justifications) Apologies (admit and ask forgiveness) Disassociation (disassociate with unsuccessful group)

Promotion enhancing Strategy Entitlement Enhancement Obstacle Disclosure Association