PERCEPTION

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Objectives Perceptual Organization Meaning of Perception Sub processes of Perception Perceptual Selectivity Factors influencing Perception Social Perception Impression Management Linkage between Perception and Individual

decision-making

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Meaning of Perception

Perception may be defined as the process

by which an individual selects, organizes

and interprets stimuli into a meaningful and

coherent picture of the environment in which

he lives.

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Sub Processes of Perception

External Environment

Confrontation

Consequences Behavior

Feedback

InterpretationRegistration

Sociocultural Environment

Physical Environment

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Perceptual Selectivity

Though people are exposed to several stimuli , they tend to select only a few at a given point of time, this is perceptual selectivity.

Subliminal Perception: When the stimuli is so subtle that an individual may not even be conscious that he is exposed to some stimulus.

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Factors Influencing Perceptual Selectivity

External Attention Factors Intensity Size Contrast Repetition Motion Novelty and familiarity

Internal Set Factors Learning and

Perception Motivation and

Perception Personality and

Perception

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External Attention FactorsIntensityAccording to the intensity principle of attention, the intensity of an external stimulus determines its probability of being perceived.

Example: Light Colour Bright Colour

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Size:A larger object is more likely to be noticed than a smaller object.

Example: Which you can read fast?

God is great God is great

External Attention Factors

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Contrast: According to the principles of contrast, the stimuli that contradict most with the background or the expectations of people receive maximum attention.

Example: Which white square is smaller?

External Attention Factors

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Motion:People gives more attention to moving objects than the stationery objectsExample:• Moving object Stationery object

• Repetition of advertisements on TV

External Attention Factors (Contd)

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RepetitionThe more number of

times a stimulus is

repeated, the more it is likely to be noticed

Novelty and Familiarity:New objects in afamiliar situation orfamiliar objects in anew situation draw the perceiver’s attention.

External Attention Factors (Contd)

Example: Changing job of worker

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Internal Set FactorsLearning and Perception:Learning by itself plays a major role in developing the perceptual set.

Example:Bird in the the hand, McDonalds, mechatronics, machinery

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The primary motives:

Hunger and Thirst

The secondary motives:

The need for power, The need for affiliation and The need for achievement

Personality and Perception:

Personality of a person influence perception

Motivation and Perception:

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Factors Influencing Perception

The Perceiver

The Target

The Situation

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Emphasizes on the subsequent activities that take place in the perceptual Process after a stimulus is received.

Perceptual Organization

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Forms of Perceptual Organization

Figure-ground Perceptual Grouping

Closure Continuity Proximity Similarity

Perceptual Constancy Perceptual Context Perceptual Defense

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Perceptual Organization

Figure-ground:

In perceiving stimuli or phenomena, the tendency is to keep certain phenomena in focus and other phenomena in background.

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An individual tends to group several stimuli together into a recognizable pattern.

Various forms Closure Continuity Proximity Similarity

Perceptual Grouping

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The perception of elements like size, shape, color, brightness and location of an object remains constant and does not change from individual to individual.

Example: Photograph Perceptual Context

It provides meaning and value to objects, events, situation and other people in the environment.

Perceptual Constancy

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It refers to the screening of those elements which create conflict and threatening situation in people.

Perceptual Defense

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Social Perception

It is directly concerned with how one individual perceives other individuals; how we get to know others.

Factors affecting Social

perception

Attribution Stereotyping The Halo Effect

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Attribution

Attribution refers to how people explain the cause of another’s or their own behavior.

The determination depends on three factors: Distinctiveness Consensus Consistency

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Stereotyping

It is the tendency to perceive another person as belonging to a single class or category

Halo effect The person is perceived on the basis of one

trait or event.

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Impression Management

It is referred to as “self presentation”

It is the process by which people try to manage or control the perceptions formed by other people about themselves.

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Impression Management Strategies Used By Employees

Demotion-preventive strategy Accounts Apologies Disassociation

Promotion-enhancing strategy

Entitlements Enhancements Obstacle-disclosure Association

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It is used when employees want to minimize their responsibilities for negative outcome

Accounts

Apologies

Disassociation

Demotion Preventive Strategy

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It is used when employees want to maximize their responsibility for a positive outcome or improve their image

Entitlements Enhancements Obstacle-disclosure Association

Promotion Enhancing Strategy

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Linkage Between Perception and Individual Decision-making

Perception has a crucial role in individual decision-making in organizations, by affecting both the decision as well as the quality of the decision.

The decision taken by an individual is a complex process involving the intake of data, screening procession and interpreting and evaluating of data, based on the perceptions of the individual.

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Case Study: The role of PR in changing perceptionsAlthough Skoda enjoys a premium brand image in central Europe (where the company originated), the situation in the UK has been very different. From the late 1940s through to 1989, Skoda manufactured in a communist-dominated market. This climate allowed little outside intervention in terms of modern technology and new ideas, and suppressed innovative and creative methods of working. In those days, its cars were cheap to buy but Skoda could not hope to compete on an equal footing with cars manufactured in the West and in such a competitive market-place.

The problem facing Skoda in changing its image in the UK was that the public’s view of the brand was outdated and lagged behind the reality of the product. Public perception of Skoda was poor and therefore relegated to the music hall jokes pioneered in the 1970s. The challenge for Skoda has been twofold.

a) Moving negative perceptions to neutral perceptionsThis involved showing the public that the 'new Skoda' had replaced the 'old Skoda'. An integrated press and public relations programme was planned and implemented to communicate the new face of Skoda. This involved on-going media communications which incorporated: Factory visits to see the new state-of-the-art manufacturing plant in the Czech Republic One-to-one interviews with designers, engineers and R&D personnel

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Case Study: The role of PR in changing perceptions (Contd..)

• Press product launches, motor shows, sponsorship opportunities and exposure marketing. Exposure marketing involved taking the cars out to the market-place, i.e. the Felicia and Octavia have been displayed to the public in shopping centres, train stations, county shows and at large exhibitions such as Gardeners World at the NEC.• Advertising which has been vitally important - the Octavia advertising campaign has been Skoda’s most impactful campaign ever, in terms of spend, reach and execution.

b) Moving neutral perceptions to positive perceptionsMoving neutral perceptions forward involves making drivers think, 'OK, the car has improved, but why should I buy it?'Creating positive perceptions and encouraging people to buy cars cannot simply be achieved by product marketing. The process is far more complicated and involves communicating to the public the values represented by the brand. Skoda’s brand values are reflected in:

• Skoda’s commitment to producing cars that provide potential customers with practicality, functionality, robustness and reliability.• Skoda’s commitment to quality and giving customers what they want at reasonable prices.

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Case Study: The role of PR in changing perceptions (Contd..)

• The Skoda Network of dealers, most of whom are small, family-owned businesses, have good relationships with their customers and provide high levels of personal attention.• The Skoda ownership experience suits customer needs, providing good quality cars at reasonable prices and enabling customers to spend the money they have saved on hobbies or holidays. Skoda has the highest loyalty rate (i.e. repeat buying) in the industry (83% compared with the industry average of 48%).Skoda’s brand values are:

• Quality• Functionality• Value for money• Family• Customer care• Reliability

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