200084 Lecture Notes - Lecture 6: Laundry Detergent, Biogenic Substance, Railways Act 1921
Week 6-Perception and Motivation
Perception-is the process by which individual receives, selects,
interprets stimuli to form meaningful and coherent picture of the
world
-perception-critical part of human brain’s info processing system- -EAIM
1.exposure (random-deliberate)-stimlulus comes in range of sensory
receptors-e.g_sight,touch,
absolute threshold-lowest level of stimulation for detecting receptors
2.attention (low involvement,high involvement)receptor nerves pass
sensations of brain for proccessing
3.intepretation (low,high)
assignment of meaning to sensations
4.memory (short term-active problem solving),long term-stored
experiences
how meaning given to sensation is recorded as info
perception influence by attention characteristics: ISH individual
-can be either random or deliberate exposure for long term or
immediate decision making
Factors determining attention: SISN,
stimulus factors,individual,situation
stimulus factors-phys.characteristics of stimulus-
size,intensity (loudness,brightness) Colour,movement-colours influence
size,warmth,weight position-location of stimulus
Isolation:sep. of stimulus object from object
contrast:ate
webers law:law stating-stronger stimulus-more noticeable difference has to
be
Attention ISN
perceptual viligance-tendency for consumers to demonstrate heightened
awareness to stimuli that are relevant to current needs
perceptual defence-decreased awareness to stimuli that isn’t relevant to
current needs
Attention-stimulus activates one + sensory receptor nerves
individuals factors- e.g expectations,beliefs,experiences,needs/motives
individuals tend to interpret stimuli consistently with expectations
Situational factors-physical surroundings (temp,lighting),social
surroundings (e.g distractions),purpose for situation,feelings (bad mood-
pay attention to enviro more),time
Non-focused attention:below threshold of consciousness
a)subliminal messages-attended without customers awaressness
b)Hemispheric Lateralisation-diff parts of brain responsible for diff.parts
of processing
Left brain-proccesses verbal infom,symbols-articulate what Is going on
needs rest
Right brain-proccessing images,spatial info-expansivee
Interpretation-CA
interperetation-the assignment of meaning to stimuli
1)
Cognitive-C-LP
Document Summary
Perception-is the process by which individual receives, selects, interprets stimuli to form meaningful and coherent picture of the world. Perception- critical part of human br ain"s info processing system- -eaim. 1. exposure (random-deliberate)-stimlulus comes in range of sensory receptors-e. g_sight,touch, absolute threshold-lowest level of stimulation for detecting receptors. 2. attention (low involvement,high involvement)receptor nerves pass sensations of brain for proccessing. 4. memory (short term-active problem solving),long term-stored experiences how meaning given to sensation is recorded as info perception influence by attention characteristics: ish individual. Can be either random or deliberate exposure for long term or immediate decision making. Factors determining attention: sisn, stimulus factors,individual,situation stimulus factors-phys. characteristics of stimulus- size,intensity (loudness,brightness) colour,movement-colours influence size,warmth,weight position-location of stimulus. Isolation:sep. of stimulus object from object contrast:ate webers law:law stating-stronger stimulus-more noticeable difference has to be. Attention isn perceptual viligance-tendency for consumers to demonstrate heightened awareness to stimuli that are relevant to current needs perceptual defence-decreased awareness to stimuli that isn"t relevant to current needs.
