PERCEPTUAL ORGANISATION IN CONSUMER BEHAVIOR
People do not experience the numerous stimuli they select from the environment as separate and discrete sensations, rather, they tend to organise them into groups and perceive them as unified wholes. Thus, the perceived characteristics of even the simple’s stimulus are viewed as a function of the whole to which the stimulus appears to belong. This method Of organization simplifies life considerably for the individual.
The specific principles underlying perceptual organization are often referred to by the name given the school of psychology that first developed and stressed it—Gestalt psychology. (Gestalt in German means “pattern” or “configuration”) Three of the most basic principles of perceptual organization centre on figure and ground relationships, grouping, and closure etc.
FIGURE AND SOUND
Sometimes stimuli must contrast with their environment in order to be notified. A sound must be louder or softer, a colour, brighter or pales.
The simplest visual illustration consists of a figure on the ground. It consists of
- Sound
- Size
- Background
- Novelty
- Contrast
Sound : Sound level or noise level is physical quantity measured with measuring instrumental. Loudness is a psycho-physical sensation perceived by the human auditory perception or human ear/brain mechanism.
Size : Larger object is more likely to be noticed as compared to smaller.
Background : Some time the background consideration changed the overall view of picture or image for example in images.
Novelty : Novelty is uniqueness or peculiar idea, likely to attract anyone’s attention.
White person or a black person in India catches attention faster. Contrast like
GROUPING
Individuals tend to group stimuli automatically so that they form a unified picture or impression. The perception of stimuli as groups or “chunks” of information, rather than as discrete bits of information, facilitates their memory and recall.
Grouping can be used advantageously by marketers to imply certain desired meanings in connection with their products. For example. an advertisement for tea may show a young man and woman sipping tea in a beautifully appointed room before a blazing hearth. The grouping of stimuli by proximity leads the consumer to associate the drinking of a tea with romance, fine living, and winter warmth.
Most of us can remember and repeat our social security numbers be cause we automatically group them into three chunks rather than nine separate numbers. When the telephone company introduced the idea of all-digit telephone numbers, consumers objected strenuously on the grounds that they would not be able to recall or repeat so many numbers. However, because we automatically group telephone numbers into two chunks (or three, with the area code), the problems that were anticipated never occurred.
In the above images the proximity and similarity is shown.
Proximity: Proximity or geographical proximity is an important factor from formation of groups. For the same reason an individual behaviour may be perceived to be group behaviour.
Similarity: But real is all the ball are not happy in image, on basis of Similarly and difference, items are placed in groups to recognize fast as compared to ungrouped.
CLOSURE
Individuals have a need for closure, They express this need by organising their perceptions so that they form a complete picture. If the pattern of stimuli to which they are exposed is incomplete, they tend to perceive it nevertheless as complete. That is, they consciously or subconsciously fill in the missing pieces. Thus, a circle with a section of its periphery missing will invariably be perceived as a circle and not as an arc. The need for closure is also seen in the tension and individual experiences when a task is incomplete, and the satisfaction and relief that come with its completion.