By-

Mohita Lamba
Tanvi Seth
Pulkit Chawla
Ruchi Verma
Nimisha Tripathi
What Is Perception?
• The process by which an individual selects, organizes, and
interprets stimuli into a meaningful and coherent picture of
the world.

You can see a white vase as figure

against a black background, or two
black faces in profile on a white
background
People’s behavior is based on their
perception of what reality is, not on reality
itself.
 What do you see?

Now what do you see?

ELEMENTS OF PERCEPTION

1 • SENSATION

2 • THE ABSOLUTE THRESHOLD

3 • THE DIFFERENTIAL THRESHOLD

4 • SUBLIMINAL PERCEPTION
 • Is the immediate and direct
response of the sensory organs to
stimuli
• Sensory receptors are the human
SENSATION organs that receive sensory inputs.

• The absolute threshold is the

THE lowest level at which an individual
can experience a sensation. E.g
ABSOLUTE difference in coffee taste
• Adaption refers specifically to
THRESHOL “getting used to” certain
sensations, i.e., becoming
D accommodated to a certain level
of stimulation .
• Sensory Adaption.
 • The minimal
difference that can
THE be detected
between two
DIFFERENTIA stimuli. Also
L known as the j.n.d.
THRESHOLD (just noticeable
difference).
Weber’s Law
The j.n.d. between two stimuli is not an absolute amount but an
amount relative to the intensity of the first stimulus

Weber’s law states that the stronger the initial stimulus, the greater
the additional intensity needed for the second stimulus to be
perceived as different.

Marketing Applications of the J.N.D.

Marketers need to determine the relevant j.n.d. for their products
• so that negative changes are not readily discernible to the public
• so that product improvements are very apparent to consumers
 • Stimuli that are too
weak or too brief to
SUBLIMINA be consciously seen
or heard may be
L strong enough to be
PERCEPTIO perceived by one or
more receptor cells.
N E.g. Eat popcorn &
drink Coca Cola”
Is Subliminal Persuasion Effective?

Extensive research has

shown no evidence that
subliminal advertising can
cause behavior changes

Some evidence that

subliminal stimuli may
influence affective
reactions
 SOME MARKETING VARIABLES INFLUENCING
CONSUMER PERCEPTION

Nature of Product
Physical Attributes of Product
Package Design
Brand Name
Advertisements & Commercials
Position of Ad
Editorial Environment
THANK YOU