Hello and welcome to my blogs! After my year at university hopefully i will have completed all my blogs successfully and given you all the knowledge of what Understanding the Customers involves. Every week i will be giving you an insight to what we are really learning in our lectures
and hopefully then you will see why I LOVE MARKETING so much :) Enjoy!Now here comes the hard part :)
What is perception?
Have you ever been in a class where one minute your listening to your teacher and then the next your daydreaming of what your going to do after your lesson is finished? Then you snap out of it and realise that you have missed some really important information about your assignment that is due in in like two weeks and tune back in to your lecture!
Everyday people go through stages of information which stimuli are inputted and stored, nevertheless we do not store every piece of information that happens to be present. There are only a small number of stimuli in our every day lives that go noticed. These go through three stages which are Sensation, Attention and Interpretation.
Everyday people go through stages of information which stimuli are inputted and stored, nevertheless we do not store every piece of information that happens to be present. There are only a small number of stimuli in our every day lives that go noticed. These go through three stages which are Sensation, Attention and Interpretation.
If you click on the link above it will take you to You Tube where this video will show what i think is a great example of what people pay attention to and interpret without the whole picture.
Sensation instantly goes to the response of our sensory receptors which are our eyes, ears, nose, mouth and fingers. Light, colour and sound are also a basic stimuli. Therefore the perception procedure is how these stimuli are selected, organised and interpreted.
Attention is
when people focus on certain products and services to which they have been exposed to. People are exposed to so many different advertisements that these days marketers have become very creative with the work that they do, some of these successful adverts create their own visual identity that as soon as a consumer was to see the advert they would know straight away what brand it was for. Take this Hermes advert on the left if you don't look at this advert carefully you would assume that it was someone walking along in the wind however, if you look closely it is a tree dressed in a scarf, glove, coat etc.Definitions of Perception
"Perception is the process of sensing, selecting and interpreting consumer stimuli in the external world" (Wilkie 1994)
"... is how we see the world around us" (Schiffman & Kanuk 2003)
Here are some useful links to websites that discuss perception:
Good stuff - good reflection and good to see wider reading
ReplyDelete