09-01-2014, 04:37 PM
PERCEPTION
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INTRODUCTION
Perception is much more complex and much broader than sensation. The perceptual process can be defined as a complicated interaction of selection, organisation, and interpretation. Although perception depends largely upon the sense for raw-data, cognitive process may filter, modify, or completely change these data. A simple illustration may be seen by looking at one side of a stationary object, for ex, a statue or a tree. By slowly turning the eyes to the other side of the object, the person probably senses that the object is moving. Yet the person perceives the object as stationary. The perceptual process overcomes the sensual process and the person “sees” the object as stationary.
PERCEPTUAL SELECTIVITY
External Attention Factors: Various external and internal attention factors affect perceptual selectivity. The external factors consist of outside environmental influences such as intensity, size, contrast, repetition, motion and novelty and familiarity.
1. Intensity: The intensity principle of attention states that the more intense the external stimulus, the more likely it is to be perceived. A loud noise, or bright light will be noticed more than a soft sound or dim light.
Advertisers use intensity to gain the consumers’ attention. Examples include bright packaging and television commercials that are slightly louder than the regular programme.
2. Size: Closely related to intensity is the principle of size. It says that the larger the object, the more likely it will be perceived. The maintenance engineering staff may pay more attention to a big machine than to a smaller one, even though the smaller one costs as much and is as important to the operation. In advertising, a full page spread is more attention-getting than a few lines in the classified section.
Internal set factors:
The concept of set is an important cognition in selectivity. It can be thought of as an internal form of attention-getting and is based largely on the individual’s complex psychological make up. People will select out stimuli or situations from the environment that appeal to and are compatible with their learning, motivation, and personality. A brief discussion of these factors will help in the understanding of perception.
Personality and Perception:
Closely related to learning and motivation is the personality of the perceiving person, which affects what is attended to in the confronting situation. For example,. Senior-level executives often complain that the new young “hot shots” have trouble making the “tough” personnel decisions concerning terminating or reassigning people and paying attention to details and paperwork. The young managers, in turn, complain about the “old guard” resisting change and using rules and paper works as ends in themselves.