1) Perceptual constancy

“it states that the things are

always perceived as they way
they are or as they exist”

It is of following four types:

Shape constancy
Size constancy
Colour constancy
Brightness constancy
2) Gestalt law of perceptual organization

It is also known as the “FORM

PERCEPTION” and “it explains that
things are studied or considered as a
whole”
There are total 9 factors that explain
this law, they are as following:
 i) Figure and ground
“The thing catching our attention becomes the figure and the thing isolated or being blurred in our mind
and vision is the ground”
 ii) Proximity
“we tend to see the things in groups depending on
how close they are, the closer they are, the more they
seem to belong to each other”
 iii) Similarity
“we tend to group together the elements that appear
similar”
 iv) Good Form
“the clearer the object is the more the form of
the object is visible and can be defined properly”
 v) Continuity
“it defines that we tend to see things as ending
consistent with the way they tend to start off”

A
C

B D
 vi) Closer
“it is our brains tendency to fill the missing parts, if
they are missing in any way”
 vii) Common Fate
“set of objects moving in the same direction in the same
speed are perceived to be together”
 viii) Reference Form
“higher levels are achieved when the shapes of the figures are
perceived relative to the reference frames established by the context”

(square) (diamond)

(tiled square) (tiled diamond)

 ix) Context
“location or context can effect the perception of an object”
 3) Characteristics of stimuli
1. Extensity live bill boards
2. Intensity loud sound in a classroom
3. Movement a moving person in a still crowd

4. Change radio playing stopping at once

5. Size we attend to bigger stimulus
6. Location things placed in aisle of marts
7. Repetition advertisements
8. Uniqueness the add with old song remixed
 (ii)
Subjective Factors
Motivation
Perceptual set
Expectations
Past experience
Attention
Interests
Attitude
Personal attributes
Emotional state
Personal values
 (iii)
Social Factors
Social values
Social values
Social beliefs
Customs and rituals
Social norms
National laws