BBA,KUSOM, FALL 2020

FALL 2020 Unit 2 _ BBA Hons , Kusom 1

 SENSATION PERCEPTION
 "Perception is process
According to R.A.Baron, through which we
"Sensation is input about the select, organize and
physical world provided by interpret input from the
sensory receptors”. sensory receptors."
(Baron,R.A,2001)
 the immediate response of
our sensory receptors (eyes,  Process by which these
ears, nose, mouth, fingers) sensations are selected,
to such basic stimuli as light, organized, and
color, and sound. interpreted.

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Lowest intensity of a stimulus that people are
capable of perceiving
Difference threshold

Absolute Threshold - just noticeable difference

the minimum amount of
stimulation that can be
detected on a sensory
channel.e.g Marketing Stimuli
(jnd)
- the degree of difference
that must exist between
two stimuli before the
difference is detected

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Sensory Modality Absolute Threshold
Vision Candle flame seen at 30 miles on a clear
dark night
Hearing Tick of a watch under quiet condition at
20 feet
Taste 1 teaspoon of sugar in 2 gallons of
water
Smell 1 drop of perfume into three-room
apartment
Touch A bee’s wing falling on your cheek from
1 centimeter above
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 Selection (To which stimuli do we attend? )

 Organization (stimuli must be understood in

relation to one another. Some are dominant
others are subtle; some are common, other
unique. How shall we organize this information? )

 Interpretation (Third, once the evidence has

been organized, what sort of interpretation do we
make?)

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 The Perceiver
 The Target
 The Situation

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 How people perceive a well-organized
pattern or whole, instead of many separate
parts?

A. Figure and Ground

B. Gestalt Laws of Grouping

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 • Perception involves
distinguishing an object
from its surroundings.

• For example, when you

look at your computer
monitor, the wall behind
it becomes the
background. The object,
or figure, is closer to you,
and the background or
ground, is farther away.
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1.PROXIMITY
The law of proximity states
that the closer objects are
to one another, the more
likely we are to mentally
group them together.
FALL 2020 Unit 2 _ BBA Hons , Kusom
2.SIMILARITY
The law of similarity leads us
to link together parts of the
visual field that are similar
in color, lightness, texture,
shape, or any other quality.
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3.CONTINUITY
 The law of continuity
leads us to see a line as
continuing in a
particular direction,
rather than making an
abrupt turn
FALL 2020 Unit 2 _ BBA Hons , Kusom
4. CLOSURE.
 According to the law of
closure, we prefer complete
forms to incomplete forms.
 This tendency allows us to
perceive whole objects
from incomplete and
imperfect forms.
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 6.THE PRINCIPLE OF CONTEXT
5.COMMON FATE
 The principle of Context
describes the influence of
 The law of common fate environmental factors on
leads us to group together one's perception of a
objects that move in the stimulus. The following
same direction. figure illustrate the context
effect.

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Central to the approach of Gestalt psychologists is the law of
prägnanz, or simplicity.
This general notion, which encompasses all other Gestalt laws,
states that people intuitively prefer the simplest, most stable of
possible organizations.
For example, You could perceive this in a variety of ways: as three
overlapping disks; as one whole disk and two partial disks with
slices cut out of their right sides; or even as a top view of three-
dimensional, cylindrical objects.
The law of simplicity states that you will see the illustration as
three overlapping disks, because that is the simplest
interpretation.
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 Psychologists have identified
a number of
Perceptual constancy perceptual constancies:
allows us to perceive an
object as roughly the - Brightness constancy,
same in spite of changes - Color constancy,
in the retinal image. - Shape constancy
- Size constancy.
The accurate perception of
the objects as stable or
unchanged despite
changes in the sensory
patterns they produce
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An illusion is a false perception, a perception that does
not fit an objective description of a stimulus situation.

An illusion is usually associated with a particular sense.

For example: optical illusions, auditory illusions, and so
forth.

For example, the Moon is perceived to be larger when

low and near the horizon than when it is high and
overhead.
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ILLUSIONS OF LENGTH

ZÖLLNER ILLUSION

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 Some Key Perceptual Process
Pattern And Distance

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 How we perceive a shape, pattern, object or a scene ?

 Psychologist Anne Treisman suggested two – stage

process.

First preattentive Stage

- focus on the physical features of a stimulus such as
size, shape, orientation, and direction of movement.
The initial stage takes little or no conscious effort.

Second the focused-attention stage

- focus on the particular feature of the object, choosing
and emphasizing features that were initially
considered separately.
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 Ability to recognize such an imprecise
stimulus illustrates the perception proceeds
along two different avenues(theories of
pattern recognition):

- top-down processing
-bottom –up processing

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BOTTOM UP PROCESSING
APPROACH: TOP DOWN APPROACH
-ability to recognize specific  Pattern recognition
patterns such as letters of determined by
alphabet based on simpler
capacities expectation.
( to recognize and combine
properly lower level  the process of thinking,
features of objects such as remembering and
lines, edges, corner and
angles). expecting play a role in our
perception (of a tree).
-recognize a tree by analyzing
its basic features, such as
the leaves and bark,
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  To perceive depth and
B.DEPTH PERCEPTION distance, we depend on
two main information:
 the ability to see the
world in three - Binocular cues, a depth
dimensions and to cue that requires both
perceive distance. eyes
 depth perception is - Monocular cues, which
remarkable when you allow us to perceive
consider that the images depth with just one eye.
projected on each retina
are two dimensional.
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BINOCULAR CUES MONOCULAR CUES

 Retinal Disparity  Linear Perspective

 Convergence  Interposition
 Height cues (aerial
perspective)
 Atmospheric perspective
 Motion parallax
 Size cues
 Texture Gradient

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To what extent are the aspects of perception learned or hereditary?

 Perception – Learned

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 The word subliminal comes from the Latin : sub (below)
and limen (threshold).

 Subliminal stimuli are stimuli presented below the

threshold of awareness; the effect on behavior is
uncertain.
 Subliminal perception = perceiving without being aware
of perceiving
 Conscious perception can be blocked with masking
 Two basic ways in which subliminal messages can be
sent to the unconscious- visual and auditory
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 Subliminal messages and perception linked
to the idea of mind control, and the roots of
this are placed very far back in our history.

 Mind control where an individual or group of

individuals can be controlled without their
awareness. It is perception below the
individual's/group's threshold.

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  Public concern about
subliminal manipulation
can be seen in 1957 when a
marketing researcher
looked into statistical data.
 James Vicary claimed to Movie: Picnic
find dramatic increases in  The statistics showed an
the sales of Coca-Cola and increase in popcorn sales
popcorn when he flashed by 58%, with an increase in
the phrases "Drink Coca- Coca-Cola sales by 18%.
Cola" and "Eat popcorn"
for 1/2000 of a second
during a movie.

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 Everything is a lie!

 In 1962, Vicary stated that the study was a

fabrication and the evidence now suggests it
was.
 He never released a detailed description of his
study and there was never any independent
evidence to support what he claimed.
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 Scientific investigation of alleged phenomena and
events that appear to be unaccounted for by
conventional physical, biological, or psychological
theories
 Study of unexplained mental phenomena
 Parapsychologists study two kinds of so-called psi
phenomena:
1. Extrasensory perception (ESP)
2. Psychokinesis (PK),

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  ESP refers to the ability to perceive stimuli
that are outside the 5 senses. Perception
without the mediation of the senses. It is
also called “sixth sense”
 knowledge of external objects or events
without the aid of the senses
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– Telepathy: the ability to read minds/thought
transmission from one mind to another

 Clairvoyance: the ability to perceive objects

or events/ an extrasensory awareness of
objects

 Precognition: the ability to predict the

future/foreknowledge of specific events,
there is ability to look way back into past
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 Moving things with willpower .Willpower ability.

 Mental operations that influences a material

body or an energy system
 The ability to affect objects at a distance by
Means other than known physical forces
 Moving objects with mind: the supposed ability
to use mental powers to make objects move or
to otherwise affect them
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 BBA,KUSOM, FALL 2020

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