{"id":8457,"date":"2023-12-27T14:34:06","date_gmt":"2023-12-27T14:34:06","guid":{"rendered":"https:\/\/commerceiets.com\/?p=8457"},"modified":"2023-12-27T14:34:08","modified_gmt":"2023-12-27T14:34:08","slug":"dynamics-of-perception-in-consumer-behavior","status":"publish","type":"post","link":"https:\/\/commerceiets.com\/dynamics-of-perception-in-consumer-behavior\/","title":{"rendered":"DYNAMICS OF PERCEPTION IN CONSUMER BEHAVIOR"},"content":{"rendered":"\n

DYNAMICS OF PERCEPTION IN CONSUMER BEHAVIOR<\/strong><\/h3>\n\n\n\n

One of the major principles of perception is Raw sensory input by itself does not produce or explain the coherent picture of the world that most adults possess.<\/p>\n\n\n\n

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DYNAMICS OF PERCEPTION IN CONSUMER BEHAVIOR<\/strong><\/figcaption><\/figure>\n\n\n\n

Human beings are constantly bombarded with stimuli during every minute and every hour of every day. The sensory world is made up of an almost infinite number of discrete sensations, which are constantly and minutely changing. According to the principles of sensation, such heavy intensity of stimulation should serve to “turn off’ most individuals, as the body protects itself from the heavy bombardment to which it is subjected.<\/p>\n\n\n\n

Otherwise, the billions of different stimuli to which we are constantly exposed might serve to confuse us totally and keep us perpetually disoriented in a constantly changing environment. However, neither of these consequences tends to occur, because perception is not a function of sensory input alone, rather, it is the result of two different kinds of inputs that interact to form the personal pictures\u2014the perceptions\u2014that each individual experiences.<\/p>\n\n\n\n

One type of input is physical stimuli from the outside environment, the other type of input is provided by individuals themselves in the form of certain predispositions, such as expectations, motives, and learning based on previous experience. The combination of these two very different kinds of inputs produces for each of us a very private, very personal picture of the world. Because each person is a unique individual, with unique experiences, wants, needs, wishes, and expectations, it follows that each individual’s perception are also unique. This explains why no two people see the world in precisely the same way.<\/p>\n\n\n\n

Individuals are very selective as to which stimuli they “recognize”, they organize the stimuli they do recognize subconsciously according to widely held psychological principles’ and they give meaning to such stimuli (i.e. the interpret them subjectively in accordance with their needs, expectations, and experiences. Let us examine in more detail each Of these three aspects of perception selection, organization and interpretation of stimuli.<\/p>\n\n\n\n

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DYNAMICS OF PERCEPTION IN CONSUMER BEHAVIOR<\/strong><\/figcaption><\/figure>\n\n\n\n

PERCEPTUAL SELECTION IN CONSUMER BEHAVIOR<\/a><\/strong><\/h3>\n\n\n\n

Consumers subconsciously exercise a. great deal of selectivity as to which aspects Of the environment\u2014which stimuli\u2014they perceive, An individual may look at some things, ignore others, and turn away from still others. In total, people actually receive\u2014or perceive\u2014only a small fraction of the stimuli to which they are exposed. Consider, for example, a woman in a supermarket.<\/p>\n\n\n\n

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DYNAMICS OF PERCEPTION IN CONSUMER BEHAVIOR<\/strong><\/figcaption><\/figure>\n\n\n\n

1. Nature of the Stimulus<\/strong><\/p>\n\n\n\n

Market stimuli include an enormous number of variables that affect the consumer behaviour\/perception, such as<\/p>\n\n\n\n

\u2022             Nature of Product<\/p>\n\n\n\n

\u2022             Physical appearance of Product<\/p>\n\n\n\n

\u2022             Package Design<\/p>\n\n\n\n

\u2022             Brand Name<\/p>\n\n\n\n

\u2022             The advertisements and commercials<\/p>\n\n\n\n

\u2022             Position of commercial<\/p>\n\n\n\n

\u2022             Time of commercial<\/p>\n\n\n\n

\u2022             Editorial environment<\/p>\n\n\n\n

2. Expectations<\/strong><\/p>\n\n\n\n

People usually see what they expect to see, and what they expect to see is usually based on familiarity, previous experience, or preconditioned “see”.<\/p>\n\n\n\n

In a marketing context, people tend to perceive products and product attributes according to their own expectations. The man who has been told by his friends that new brand of Scotch has a bitter taste will probably perceive the taste to be bitter, a teenager who attends a horror movie that has been billed as terrifying will probably find it so.<\/p>\n\n\n\n

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3. Motives<\/strong><\/p>\n\n\n\n

People tend to perceive things they need or want ; the stronger the need, the greater the tendency to ignore unrelated stimuli in the environment. A business man concerned with fitness and health is more likely to notice and to read carefully an ad for a health club than one who is without such concerns.<\/p>\n\n\n\n

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DYNAMICS OF PERCEPTION IN CONSUMER BEHAVIOR<\/strong><\/figcaption><\/figure>\n\n\n\n

4. Attitudes<\/strong><\/p>\n\n\n\n

Consumer attitudes are a composite of a consumer’s<\/p>\n\n\n\n

(1) beliefs about,<\/p>\n\n\n\n

(2) feelings about,<\/p>\n\n\n\n

(3) and behavioural intentions toward some object–within the context of marketing, usually a brand or retail store.<\/p>\n\n\n\n

These components are viewed together since they are highly interdependent and together represent forces that influence how the consumer will react to the object. It is evaluative statements or judgments concerning objects, people or value. It reflects how we feel about something.<\/p>\n\n\n\n

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5. Interest<\/strong><\/p>\n\n\n\n

State that power the force an attitude has towards manifestation in a person\u2019s behaviour<\/p>\n\n\n\n

6. Experience<\/strong><\/p>\n\n\n\n

It states that anticipation of a particular behaviour from a person that affects what a person perceives.<\/p>\n\n\n\n

PERCEPTUAL ORGANISATION IN CONSUMER BEHAVIOR<\/a><\/strong><\/h3>\n\n\n\n

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\u2019s 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.<\/p>\n\n\n\n

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DYNAMICS OF PERCEPTION IN CONSUMER BEHAVIOR<\/strong><\/figcaption><\/figure>\n\n\n\n

The specific principles underlying perceptual organization are often referred to by the name given the school of psychology that first developed and stressed it\u2014Gestalt 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.<\/p>\n\n\n\n

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  1. <\/strong>FIGURE AND SOUND<\/strong><\/li>\n<\/ol>\n\n\n\n

    Sometime stimuli must contrast with their environment in order to be notified. A sound must be louder or softer, a colour, brighter or pales.<\/p>\n\n\n\n

    The simplest visual illustration consists of a figure on the ground. It consists of:<\/p>\n\n\n\n

    \u2022             Sound<\/p>\n\n\n\n

    \u2022             Size<\/p>\n\n\n\n

    \u2022             Background<\/p>\n\n\n\n

    \u2022             Novelty<\/p>\n\n\n\n

    \u2022             Contrast<\/p>\n\n\n\n

    Sound:<\/strong> 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.<\/p>\n\n\n\n

    Size:<\/strong> Larger object is more likely to be noticed as compared to-smaller.<\/p>\n\n\n\n

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    DYNAMICS OF PERCEPTION IN CONSUMER BEHAVIOR<\/strong><\/figcaption><\/figure>\n\n\n\n

    Background: <\/strong>Some time the background consideration changed the overall view of picture or image for example in images.<\/p>\n\n\n\n

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    DYNAMICS OF PERCEPTION IN CONSUMER BEHAVIOR<\/figcaption><\/figure>\n\n\n\n

    Novelty:<\/strong> Novelty is uniqueness or peculiar idea, likely to attract anyone’s attention.<\/p>\n\n\n\n

    White person or a black person in India catches attention faster. Contrast like<\/p>\n\n\n\n

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    DYNAMICS OF PERCEPTION IN CONSUMER BEHAVIOR<\/strong><\/figcaption><\/figure>\n\n\n\n