Various definitions of perception
1. 'Process by which people translate sensory impressions into a coherent and unified view of the world around them. Though necessarily based on incomplete and unverified (or unreliable) information, perception is 'the reality' and guides human behavior in general.' anonymous
http://www.businessdictionary.com/definition/perception.html
This defintion is a bit more scientific than marketing requires but the main ideas are that the definer says perception is 'unified' meaning shared by all. Also perception in this statement is considered to 'guide human behaviour' which I agree with massively.
As learnt in lectures so far selective attention is very important in marketing, the viewer only receives information that he or she is told to take in therefore ignoring all other 'useless' information. Perceiving something as 'useless' can be costly when making assumptions. When marketing a product to a customer a firm must ensure that all aspects of their brand follow the trend that is set. For example, Stella Artois initially intended to market their lager as 'reassuringly expensive' as it has a slightly stronger alcoholic content. When Stella Atrois targeted the lower to middle class population the brand was seen to get people drunk quickly and became kown as the 'wife beater' lager.
1. 'Process by which people translate sensory impressions into a coherent and unified view of the world around them. Though necessarily based on incomplete and unverified (or unreliable) information, perception is 'the reality' and guides human behavior in general.' anonymous
http://www.businessdictionary.com/definition/perception.html
This defintion is a bit more scientific than marketing requires but the main ideas are that the definer says perception is 'unified' meaning shared by all. Also perception in this statement is considered to 'guide human behaviour' which I agree with massively.
2. 'Perception is strong and sight weak. In strategy it is important to see distant things as if they were close and to take a distanced view of close things.' anonymous
A far more strategic look at perception and how to use it in the business world. I perceive this definiton as saying think outside the box! Do not conform to usual activity and look beyond the simple solution.
3. 'Perception is the feeling toward someone or something based on previous experiences and current stimuli.' Liam Frampton, Businessman
As learnt in lectures so far selective attention is very important in marketing, the viewer only receives information that he or she is told to take in therefore ignoring all other 'useless' information. Perceiving something as 'useless' can be costly when making assumptions. When marketing a product to a customer a firm must ensure that all aspects of their brand follow the trend that is set. For example, Stella Artois initially intended to market their lager as 'reassuringly expensive' as it has a slightly stronger alcoholic content. When Stella Atrois targeted the lower to middle class population the brand was seen to get people drunk quickly and became kown as the 'wife beater' lager. Another thing to consider with perception is that a simple shape or colour or design can be interpreted depending on the consumer. This video shows how one person sees an empty canvas and creates a story. Creating a desired perception of a product requires taking a single idea or shape or colour or design and adapting it to project an image that you want other people (consumers) to also see.
Looking for forums on perception I came across a very interesting case in where a person was taking a picture of a man getting first aid after getting hit by a bus and got abused for doing so. The problem arises in that where do we draw the line. TV cameras were rolling, countless passers by gaped at the accident and police took there usual snapshots of the scene. The photographer in question was perceived to be 'illegally' snapping the people around when all they were doing was taking a photograph on the subject of drama. The idea of this is that the 'innocent' standers-by have assumed that the photographer is shooting for their own pleasure where as the perception of the cameraman was just doing so to get a good pic. I will let you make your own mind up by viewing the forum itself.
