Consumer Behaviour- Perceptual Selection

1. PERCEPTUA
L
SELECTION
Group 9

2. PERCEPTION
• The process by which an individual
selects, organizes and interprets stimuli
into meaningful and coherent picture of
the environment in which s/he lives.

3. PERCEPTUAL
SELECTIVITY
• Perceptual selectivity is the process by which individuals
select certain stimuli for attention instead of others.
• Selective attention is influenced by both external factors
and personal factors.

4. STIMULI GET
SELECTED
DEPENDS ON
TWO MAJOR
FACTORS
Consumers’ previous
experience (expectations)
Consumers’ motives at the
time (their needs, desires,
interests, and so on).

5. FACTORS
INFLUENCING
PERCEPTUAL
SELECTIVITY
INTERNAL
Personality
Expectation
Motivation

6. INTERNAL SET
FACTORS
• Personality
Personality of a person influence perception.
• Motivation
The primary motive: Hunger and Thirst
The Secondary Motive: The need of Power, affiliation and
achievement.
• Expectation
People see what they want to see.

7. FACTORS
INFLUENCING
PERCEPTUAL
SELECTIVITY
External Attention Factors
Intensity
Size
Contrast
Repetition
Motion
Familiarity

8. EXTERNAL
ATTENTION
FACTORS
• Intensity
According to intensity principal attention, the Intensity of
an external stimulus determines its probability of being
perceived.
• Size
A Larger object more likely to be noticed then a smaller
Object.
• Contrast
The Stimuli that contradict most with the background or
expectation of people receive maximum attention.

9. Continued…..
• Motion
People give more attention to moving object then
the stationery.
• Repetition
more times stimulus is repeated , the likely to be
noticed
• Familiarity
New object in familiar situation or familiar objects
in new situation draw the perceiver’s attention

10. PERCEPTUAL SELECTION IMPORTANT
CONCEPT
Selective
Exposure
Consumer Seek out
messages which:
Are pleasant.
Can Sympathize.
Reassure them of Good
Purchase.
Selective
Attention
•Heightened awareness
when stimuli meet their
needs.
•Consumer prefer
different message and
medium.
Perceptual
Defence
Screening out of Stimuli
which are Threating.
Perceptual
Blocking
Consumer avoid being
bombarded by with
stimuli by “blocking”
some stimuli from
conscious awareness.

11. CONCLUSTION
• Perceptual selection is the process by which people filter
out irrelevant or less Significant information , so they can
deal with the most important matters.