1. •
Perceptions vary from person to
person. Different people perceive
different things about the same
situation. But more than that, we
assign different meanings to what we
perceive. And the meanings might
change for a certain person. One
might change one's perspective or
simply make things mean something
else.This is a famous picture. What
does it look like to you?

2. perception
Why is it that holidays take forever to come whereas
the day of exam approaches rapidly: it is because of
the perception that is a process by which individual
selects,organises and interprets information inputs to
create meaningful picture to the world. Assigning
meaning to the stimuli though the five senses is called
as perception
The physical characteristics of the stimuli such as
shape color smell feel helps to identify the perception
of the employees. The contrast in which the stimuli is
perceived like wearing a party wear to the classroom
The individual perceiving to the stimuli: his past
learning beliefs,moods ,attitude ,emotion ,
self image customs current motivation and expectation

3. The word "perception" comes from the Latin words perceptio, percipio,and means
"receiving, collecting, and action of taking possession, apprehension with the mind
or senses. What one perceives is a result of interplays between past experiences,
including one’s culture, and the interpretation of the perceived.
• In the case of visual perception, some people can actually see the percept shift in
their mind's eye. Others, who are not picture thinkers, may not necessarily
perceive the 'shape-shifting' as their world changes. The question, "Is the glass half
empty or half full?" serves to demonstrate the way an object can be perceived in
different ways. Just as one object can give rise to multiple percepts, another object
may fail to give rise to any percept at all: if the percept has no grounding in a
person's experience, the person may literally not perceive it.
• Preconceptions can influence how the world is perceived. The processes of
perception routinely alter what humans see. When people view something with a
preconceived concept about it, they tend to take those concepts and see them
whether or not they are there. This problem stems from the fact that humans are
unable to understand new information, without the inherent bias of their previous
knowledge. A person’s knowledge creates his or her reality as much as the truth,
because the human mind can only contemplate that to which it has been exposed.
When objects are viewed without understanding, the mind will try to reach for
something that it already recognizes, in order to process what it is viewing. That
which most closely relates to the unfamiliar from our past experiences, makes up
what we see when we look at things that we don’t comprehend.
We obtain information from the external world, from our senses: taste, hearing, smell,
touch, sight. Then we somehow integrate and analyze perceived information and
make our decision. Decision is an “outcome of mental processes (cognitive
process) leading to the selection of a course of action among several alternatives.
Every decision making process produces a final choice”. How do we make a
decision, or even better to ask what leads us to make a decision? All our decisions
are directed by our instincts, unconsciously. The basic human instinct is self-
preservation or, in other words, survival and reproduction. But the decisions, which

4. • Perception IS Reality.
Perception is the way in which an individual sees the world. The brain is so
powerful that is able to store memories and necessary skills so that the
person can survive. These memories or experiences are what help and
make each of us different from another even though we see the same thing
or hear the same thing. This suggests an explanation for why some people
are passionate about some things and other people are just not interested.
The way we see the world is important because only we can appreciate it,
we are unable to make others see the world as we do. Which is why the
phrase "perception is reality" comes to be true. As we cannot see the world
as others do. Our brain just takes in information, connects it to our
experience and thats why we decide if we like something or not. For
example, when we encounter an image that has different shapes, our brain
automatically tries to work out what the object could be and when it finds a
shape, that is what we see. However, there are some ways in which
perception can be tricked and we see distorted images or images which are
not what they look like.

5. Stages
• Selective Attention :two men at the roof top in the night
one sees the star shining high the other see the
darkness of the night there is a difference at the way you
perceive as our needs experiences and personality is
different and individuals select the stimuli that matches
their past exp and current motivations. this is called as
selective attention like in coffee shop you expect cookies
and cake rather than ice-cream
• Selective Comprehension :as the senders intention the
stimuli is not understood in the same way by all. we try
to group related items which simplifies the process of
interpretation ex telephone number ..it also depend upon
individuals psychological factors like desires and past
experiences.
• Selective retention: information that is remarkable and
supports a belief and attitude is more likely to retain

10. some people see a young lady looking away. Others see an old
lady looking down. Depending on how you look at it, part of the
picture might be the young woman's nose and eyelash, or it
might be a wart on the old woman's nose. What is the young
woman's ear might be the old woman's eye. What is the young
woman's necklace might be the old woman's mouth. The picture
hasn't really changed. You just emphasize different parts of it
and assign them different meaning.
Look at these two arrows. Which horizontal line is the longest?
They are exactly the same size. However the top one looks
longer than the bottom one. It is on optical illusion tricking us into
assigning a different meaning to what we see

11. • We fill in a lot of blanks with our minds. If
we have incomplete perceptions, which
we practically always do to a certain
extent, our minds fill in the rest.
•

12. Selective attention,
distortion and
Retention
Selective distortion is a term that refers to
the tendency of people to interpret
information in a way that will support
what they already believe. This concept,
along with selective ttention and
selective retention, makes it hard for
marketers to get their message across
and create good product perception

13. SELECTIVE ATTENTION, DISTORTION AND RETENTION
A motivated person is ready to act. How he motivated person
actually acts is influenced by his or her view or perception of the
situation. Perception is the process by which an individual selects,
organizes, and interprets information inputs to create a meaningful
picture the world. Perception depends not only on the physical
stimuli, but also on the stimulis relation to the surrounding field and
on conditions within the individual. The key point is that perception
can vary widely among individuals exposed to the same reality. One
person might perceive a fast-talking salesperson as aggressive and
insincere another may perceive the same sales person as intelligen
and helpful. Each will respond differently to the salesperson.
In marketing, perceptions are more important than the reality, as it i
perceptions that will affect consumers actual behavior. People can
emerge with different perceptions of the same object because of
three perceptual processes: selective attention, selective distortion
and selective retention.

14. Selective Attention:It has been estimated that the average person
may be exposed to over 1,500 ads or brand communications a day.
Because a person cannot possibly attend to all of these stimuli will
be screened out-a process called selective attention. it means that
marketers have to work hard to attract consumers notice. The real
challenge is to explain which stimuli people will notice. Here are
some findings:
1. People are more likely to notice stimuli that relate to a current
need. A person who is motivated to buy a computer will notice
computer ads; he or she will be less likely to notice DVD ads.
2. People are more likely to notice stimuli that they anticipate. You
re more likely to notice computers than radios in a computers store
because you do not expect the store to carry radios.
. People are more likely to notice stimuli whose deviations are large
in relation to the normal size of the stimuli. You are more likely to
notice an ad offering $100 off the list price of a computer than one
offering $5 off.Although people screen out much of the surrounding
stimuli, they are influenced by unexpected stimuli, such as sudden

15. Selective Distortion:
Even noticed stimuli do not always come across in the way the senders intended. Selectiv
distortion is the tendency to interpret information in a way that will fit our preconceptions.
Consumers will often distort information to be consistent with prior brand and product
beliefs.
A stark demonstration of the power of consumer brand beliefs is the typical result of produ
sampling tests. In “blind� taste tests, one group of consumers samples a product
without knowing which brand it is, whereas another group of consumers samples the
product knowing which brand it is. Invariably, differences arise in the opinions of the two
groups despite the fact that the two groups are literally consuming exactly the same
product.
When consumers report different opinions between branded and unbranded versions of
identical products, it must be the case that the brand and product beliefs created by
whatever means (e.g. past experience, marketing activity for the brand, etc) have someho
changed their product perception. Examples of branded differences can be found with
virtually every type of product. For example, one study found that consumers were equally
split in their preference for Diet Coke versus Diet Pepsi when tasting both on a blind basis
When tasting the branded versions, however consumers preferred Diet Coke by 65% and
Diet Pepsi by only 23% (with the remainder seeing no difference).
Selective distortion can work to the advantage of marketers with strong brands when
consumers distort neutral or ambiguous brand information to make it more positive. In othe
words, beer may seem to taste better, a car may seem to drive more smoothly, the wait in
bank line may seem shorter, and so on, depending on the particular brands involved.

16. Selective Retention:
People will fail to register much information to which they
are exposed in memory, but tend to retain information
that supports their attitudes and beliefs. Because of
selective retention, we are likely to remember good
points about a product we like and forget good points
about competing product. Selective retention again
works to the advantage of strong brands. It also explains
why marketers need to use repetition in sending
messages to their target market to make sure their
message is not overlooked.

17. • Subliminal Perception:
• The selective perception mechanisms require active
engagement and thought by consumers. A topic that has
fascinated armchair marketers for ages is subliminal
perception. The argument is that marketers embed
covert, subliminal messages in ads or packages.
Consumers are not consciously aware of these
messages, but yet they affect their behavior. Although it
is clear many subtle subconscious effects can exist with
consumer processing no evidence supports the notion
that marketers can systematically control consumers at
that level.