Perception - Sensation

The philosophy and concept of perception concerns how mental processes and symbols, depend on the internal and external world of the perciever. Our perception of the internal and external world is dependant on our senses, which lead us to generate empirical concepts representing the world around us, all this is set in our mental framework relating new concepts to ones previously experienced. Schiffman and Kanuk (2003) plainly put it '...is how we see the world around us'. The Cambridge Advanced Learners Dictionary states perception as 'A belief or opinion, often held by many people and based on there apperances'.









There are two aspects of perception, the first is perception through our normal five senses, touch, taste, sight, hearing and smell. The other is someone's ability to notice and understand things that are not obvious to other people. e.g. Perception while being influenced by drugs or alcohol.In a marketing context, perception is described by Wilkie (1994) as 'The process of sensing, selecting and interpreting consumer stimuli in the external world'.



In our class today we were put in to groups of five, and were given a sheet of paper with different colours on it, and another sheet of paper with a target group we had to sell the colours to. We were given the retired, well off group and we had to name the different colours in a way that would appeal to this group.











A funny perception video
http://www.youtube.com/watch?v=D2l7jgTRpIM

British Airways 1989 award winning commercial advertisement

http://www.youtube.com/watch?v=jxs106rp5RQ
A classic example of peoples perception of a person, being proven very wrong!

http://www.youtube.com/watch?v=RxPZh4AnWyk

http://www.webinteractiveconsulting.com/marketing/marketing-perception.php