The perception process has three stages:
- Sensory stimulation and selection
- Organization
- Interpretation
Although we are rarely conscious of going through these stages distinctly, they nonetheless determine how we develop images of the world around us.
Knowing the audience is at the heart of public relations, and such understanding starts with properly engaging with perception. Therefore, every strategy should consider our human sensory, organizational and interpretive process when working to achieve its communication goal. Failing to keep in mind the three stages of perception – sensory stimulation and selection, organization, and interpretation – is a recipe for disaster.
Without that frame of reference, public relations campaigns may miss the mark and be ineffective in connecting with their desired public. Therefore, when crafting our communication to the desired audience, it’s essential to recognize how they will actively engage in the perception process beyond just consuming messages; they shape their outlook and attitudes as they become informed receivers.
How senses and perceptions impact marketing strategies?
Understanding perception and how it can be used to impact marketing strategies is an extremely effective way of reaching the audience. For example, by using senses in advertisements, marketers can create a perception that resonates with their target market and allows them to build a brand image that has more trustworthiness and value for the consumer.
As a marketing professional, it is essential to understand perception to create successful campaigns among consumers who relate to the brand. When done correctly, perception-based marketing can successfully create a loyal customer base.
Perception and how it affects our daily lives
Perception is key to gaining information and understanding the world around us. Without it, we would not be able to survive in this world filled with stimuli surrounding us. This is because perception molds our experience of the world and allows us to act within our environment. Below are a few reasons why and how our perception affects us in our daily lives:
- We only see a small slice of reality
At any given moment, we are only aware of a tiny fraction of the information that’s available to us. Our senses can only take in so much, and our brains can only process so much. This means we’re constantly missing out on vast information about the world around us.
- We fill in the gaps with our own assumptions
Because we’re only aware of a small slice of reality, we have to fill in the gaps with our own assumptions. This is why two people can look at the same thing and see two completely different things. Our past experiences, beliefs, and biases shape what we see.
- Our brain is constantly tricking us
Our brain is very good at tricking us into seeing what it wants us to see. It does this by filling in the gaps with information that it thinks is correct, even if it’s not. This can lead to us seeing things that aren’t there or misinterpreting what we do see.
- We often mistake our perception for reality
Because our brain is constantly tricking us, we often mistake our perception for reality. As a result, we think that what we see is the truth when it’s just our brain’s best guess. Unfortunately, this can lead to all sorts of problems, from misunderstanding other people to making bad decisions.
- Perception is affected by our emotions and biases
Our emotions and biases can significantly impact how we perceive things. For example, if we’re feeling scared or angry, we’re more likely to see danger where there isn’t any. Or if we have a bias against someone, we’re more likely to interpret their actions negatively.
- Perception can be misleading
Because perception is affected by many factors, it can be very misleading. We often think that we know what’s happening when we don’t have a clue. This can lead to all sorts of problems, both for individuals and for society as a whole.
- Perception is always changing
Our perception is constantly changing based on new information and new experiences. This means that what we see today might not be what we see tomorrow. It’s essential to keep this in mind, especially when making decisions based on our perception of reality.
What is a perceptual set?
Have you ever noticed how sometimes it can be hard to determine what you’re actually seeing? This phenomenon is known as a perceptual set, which refers to a mental bias that affects how we receive sensory information and determine future actions.
Psychological experiments demonstrate this powerful influence by showing us that an expected stimulus is perceived at a lower threshold than an unexpected stimulus. Our cognitive and motivational state has the power to determine how we view things!
For example, if you’re experiencing a negative emotion, such as fear or anger, you may be more likely to interpret the world around you negatively. Similarly, if you have a bias towards something or someone, this will also affect your perception.
For me, I have a weird fear of Doberman Pinchers. Now, I love dogs; I have two female German Shepherd mixes. But when I was little, my cousin had a Doberman, and he was mean as all get out. I was terrified of him! And so, to this day, I do not approach Dobermans.
Understanding the three elements of perception is key to leveraging them in marketing. By considering how people perceive the world and their place in it, marketers can craft powerful messages that will resonate with potential customers. Understanding these three elements takes a lot of work, but when done well, you’ll be rewarded with loyal customers.
What are the 3 elements of perception?
In conclusion, perception is a complex process that involves our brain filling in the gaps of what we don’t know and can be influenced by our emotions, biases, and expectations. Therefore, it’s crucial to consider the three elements of perception when trying to understand how someone views something. Knowing this will help not only help marketers craft effective messaging but will help personally in our everyday interaction with our fellow humans.