Measuring perception for beginners comm kc
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This document discusses perception and how it influences how people view and understand the world. It defines perception as how individuals select, organize, and evaluate environmental stimuli. Selective perception means people focus on certain features while ignoring others. Perception is influenced by past experiences, attitudes, and motivations. Schemas and neural networks shape people's mental templates for interpreting stimuli. Common perceptual distortions include stereotyping, halo effects, projection, and self-fulfilling prophecies. Understanding perception is important for effective communication and avoiding misunderstandings between groups.
Measuring perception for beginners comm kc
- 4. Selective perception • Selective perception means that people focus on certain features of their environment to the exclusion of others. (De Mooij 2010 p50)
- 5. Perception: • The process by which each individual selects, organizes, and evaluates stimuli from the external environment to provide meaningful experiences for him- or herself. (Adler 1993 p63, in De Mooij 2010 p50)
- 6. Perception 6 Individual & Comm. tutorial 1
- 7. You probably all know how to look at this picture…
- 11. Why do things look as they do? • Things are what they are: – Objective registrations of the physical world • Things are what our nerves tell us they are – Nerves are intermediaries between our brain and the environment • Things are what we are: – Perception is influenced by past experience, present attitudes and motivations 11
- 12. Schemata • A schema is a kind of mental template or framework, which we use to make sense of things. (Chandler 2006) 12
- 15. Neural association networks result in mental schemata, these can be expressed in pictures:
- 17. Per ceptual patter ns (De Mooij 2010 p50-51) •Perceptual patterns are learned and culturally determined. •We perceive what we expect to perceive. •You see what you want to see, and you don’t see what you cannot see because it does not fit with your experience, your prior learning. •We perceive things according to our cultural map. •We become confused when things appear to be different from what we expected, and we may draw the wrong conclusions.
- 18. Perceptual distortions A. Stereotyping: Category or class features become individual features B. Halo effects: attribute of a person or situation to overall impression C. Projection: assignment of ones personal attributes to others D. Self-fulfilling prophecy: create or find what you want to create or find 18
- 19. Perceptual distortion A): Stereotyping (De Mooij 2010 p51) • Stereotyping means mentally placing people in categories. .
- 20. Perceptual distortion A): Stereotyping (De Mooij 2010 p51) • Stereotyping means mentally placing people in categories. • Advertising depends on the use of effective stereotypes because it must attract attention and create instant recognition. • Advertisement simplifies reality and thus has to use stereotypes. • Different cultures have different stereotypes of other cultures.
- 21. Perceptual distortion A): Stereotyping & Positioning • According to Ries & Trout (inventors of ‘positioning’) people define products/ brands/ people with seven associations. • Example: 1. Woman 2. Black 3. … • A person is put into a category within a split second. • It will take a lot of influencing energy to be categorized differently.
- 22. Perceptual distortion A): Stereotyping • One advantage of a stereotype is that it enables us to respond rapidly to situations because we may have had had a similar experience before. • One disadvantage is that it makes us ignore differences between individuals; therefore we think things about people that might not be true (i.e. make generalisations).
- 23. Perceptual distortion B): Halo effect (1) The halo effect is a cognitive bias whereby the perception of one trait (i.e. a characteristic of a person or object) is influenced by the perception of another trait (or several traits) of that person or object. An example would be judging a good-looking person as more intelligent.
- 24. Perceptual distortion B): Halo Effect (2) • Halo effects happen especially if the perceiver does not have enough information about all traits, so that he makes assumptions based on one or two prominent traits—these one or two prominent traits "overshadow" other traits
- 25. Perceptual distortion C): Projection • One "projects" one's own undesirable thoughts, motivations, desires, and feelings onto someone else. 25
- 26. Image measurement model (Vos & Schoemaker) First free associations that respondent • Primary impression has towards Brand X. • Familiarity What is the relation of respondent with Brand X. WHAT characteristics do respondents • Perception attribute to Brand X. • Preference What are MOST IMPORTANT characteristics, according to respondents. • Position Position in relation to other brands, according to respondents. These stages are explained in the following slides.
- 27. Primary impression First free associations that respondent has towards Brand X.
- 28. Familiarity What is the relation of respondent with Brand X. • Never heard of Coke. • Seen ads for Coke. • Know some one who drinks Coke. • Have drunk Coke once. • Regular user. • Regular customer.
- 29. Perception WHAT characteristics do respondents attribute to Brand X. • Brown • Sparkling • Refreshing • Sweet • Makes me fat • Makes me look good while I drink it
- 30. Preference What are MOST IMPORTANT characteristics, according to respondents. 1. Refreshing 2. Makes me feel good while I drink it 3. Sweet
- 31. Position Position in relation to other brands, according to respondents. Quality Price
- 32. Positioning Matrix vs. Perception Map • Position according to • Perception of target management. audience. • Inside-out. • Outside-in.
- 33. Perception • Differs from person to person, related to each person’s characteristics. • People often don’t understand each other due to different expectations related to different perceptions. • For example: management and target audience don’t understand each other. Both hold stereotypes of each other. Resulting in messages, products, services that do not meet expectations.
Editor's Notes
- #3: What you see is dependent of what you know & what you are interested in & what you have learned to look at. xxxxxxxxxxxxxxx 12/24/12 xxxxxxxxxxxxx
- #4: What you see is dependent of what you know & what you are interested in & what you have learned to look at. xxxxxxxxxxxxxxx 12/24/12 xxxxxxxxxxxxx
- #7: One of the things that plays a big role in why things go wrong is the fact that everybody precieves things differently.
- #8: One of the most famous examples of difference in perception: do you see a candle or two faces. It is hard to see both at once. Most of you probably already know this picture, so you have developed a schema for how to look at it (switching from one to the other). But our nerves are not able to transport both pictures at the same time. We either see the white picture or the black.
- #9: http://joannemonkphotography.blogspot.nl/ Charles Allen Gilbert created His image, entitled, All Is Vanity in 1892. The skull is one of those topics, which recur in art time over time. It has become particularly common from the late 19th century. Regardless of being host to many imitators, Gilbert’s picture is the one that still inspires artists and photographers to the present day. Charles Allen Gilbert 'All is Vanity' 1892 In 2002, Vincent Peters created an award winning photograph for an advertising campaign for Dior’s poison Perfume. The similarity of the two images doe not This similarity between the two images does not justify as plagiarism However, Peters is taking the concept and distorting it to create a new piece, that is strong in culture but with a new meaning. Without the Peters knowing the history behind the image, his creation would probably never have existed. Without knowing what has previously been produced the viewer would probably not fully appreciate the notion of this image. Vincent Peters ,Dior Poison 2002 Philippe Halsman and Salvador Dali collaborated in 1951 to produce another interpretation “ Voluptas Mors ” , a surrealistic portrait of Dali beside a large skull, in fact a tableau vivant was composed of seven nudes. Phillipe Halsman took three hours to arrange the models in accordance to the sketch made by Salvador Dali. A version of “ Voluptas Mors ” , was used in the poster for Silence of the Lambs and recreated in a poster for the film “ The Decent ” . Salvador Dali & Philippe Halsman , Voluptas Mors 1951 Cultural Context Within Your Chosen Medium Culture is all around us. It is in Ideas, in Meanings, in Beliefs and in values. It is Crucial when considering any artwork. As time moves, a piece of art may not necessarily “fit” in 10 or 20 years time. Considering where it will fit culturally, and will it cause offence? Contextually, art can change the message it was perceived to give when it was originally made by simply moving it to a different culture, time zone, and different audience.
- #10: Charles Allen Gilbert 'All is Vanity' 1892
- #11: Dali
- #12: Note: What we perceive is not the direct registration or stimuli on our sense organs (see next slide), but the message relayed by our nerves.
- #13: So a schema are sorts of associations you might have with a specific thing, person or concept. Particular circumstances seem to activate appropriate schemata which set up certain standard expectations about such contexts. Such schemata develop from experience. They help us to ‘go beyond information given’, by making assumptions about what is usual in similar contexts. ? Associations with Obama? => Mindmap on whiteboard. Mind mapping is a special technique of making notes via associations. Because you use both parts of the brain (both creative site and factual site), it is easier to remember certain things.
- #19: Sometimes things go wrong when you perceive things. You make mistakes that almost everybody tends to make. We call this perceptual distortions. Will be elaborated in following slides.
- #20: People define subjects/ brand/ products/ people with approximately 7 characteristics. Person is defined as: Male => associations Black => associations Etc. ? Disadvantages? = reality may be different => missed possibility for you / for other. ? Advantage? Why would evolution have developed stereotyping? = quicker judgment & action => advantage over slower competitor. xxxxxxxxxxxxxxx 12/24/12 xxxxxxxxxxxxx
- #21: People define subjects/ brand/ products/ people with approximately 7 characteristics. Remember quiz lesson 1? Person is defined as: Male => associations Black => associations Etc. ? Disadvantages? = reality may be different => missed possibility for you / for other. ? Advantage? Why would evolution have developed stereotyping? = quicker judgment & action => advantage over slower competitor. xxxxxxxxxxxxxxx 12/24/12 xxxxxxxxxxxxx
- #22: People define subjects/ brand/ products/ people with approximately 7 characteristics. Remember quiz lesson 1? Person is defined as: Male => associations Black => associations Etc. ? Disadvantages? = reality may be different => missed possibility for you / for other. ? Advantage? Why would evolution have developed stereotyping? = quicker judgment & action => advantage over slower competitor. xxxxxxxxxxxxxxx 12/24/12 xxxxxxxxxxxxx
- #24: Cognitive = based on knowledge Bias= prejudice, assumption, preconception Trait = feature, quality
- #28: xxxxxxxxxxxxxxx 12/24/12 xxxxxxxxxxxxx
- #33: Filling these matrixes/ maps: 1 decide which dimensions are most relevant for management / target audience. Open interviews. 2A gather sample from management/ target audience decide together where brands should be placed. OR: 2B send questionnaire to management/ target audience, ask respondents to score each brand towards the dimensions.