What is Perception? Understand the Perceptual Process.

Summary

This video script delves into the concept of perception, highlighting its significance in shaping our understanding of reality. It explores how different experiences and information can lead to varying perceptions of the same individual or entity, such as a teacher or a company like Apple. The script emphasizes the power of perception in marketing, where consumer decisions are often influenced more by perception than actuality. Using the example of Walmart and Target, it illustrates how perceptions of price and quality can impact consumer behavior, despite minimal differences in reality. The video concludes by discussing the perceptual process, from exposure to stimuli, attention, organization, and interpretation, influenced by personal schemata.

Takeaways

• 🔎 Perception is a subjective process where individuals select, organize, and interpret stimuli to form a meaningful picture of the world around them.
• 👁 Different people can have varying perceptions of the same individual or entity based on the information they have and how they interpret it.
• 🌐 The extent of one's exposure to information about a person or a company greatly influences the perception they form.
• 📚 Perception is more important than reality in marketing, as it influences consumer decisions to buy or reject products and companies.
• 💡 The perception of a brand can be shaped by advertising and marketing strategies, as illustrated by Walmart's efforts to be seen as a low-cost option.
• 🛒 Price perception can lead consumers to choose one retailer over another, even if price differences are minimal, as in the case of Walmart and Target.
• 🏬 Store environment and customer service can contribute to a brand's perceived quality, influencing consumer behavior and choices.
• 🧠 Perception is formed through exposure to stimuli, attention to those stimuli, organization of the received information, and conscious interpretation based on personal mental models or schemata.
• 🔄 Perceptions are not static and can change over time as new information is incorporated and mental models evolve.
• 👗 Personal experiences and mental models can significantly impact how we perceive others, as demonstrated by the speaker's anecdote about his wife's initial perception of his attire.
• 📈 Understanding the perceptual process is crucial for marketers, as it helps in shaping consumer perceptions and influencing purchasing decisions.

Q & A

What is the definition of perception as explained in the script?

Perception is defined as a process in which we select, organize, and interpret stimuli to create a meaningful picture of the world around us. It is essentially our interpretation of reality.

How does the script suggest that people's perception of the speaker might differ based on their exposure to him?

The script suggests that people's perception of the speaker will differ based on the amount of information they have about him and their interpretation of that information, such as watching his videos, Googling him, or attending his physical lectures.

Why is perception considered more important than reality in marketing and real life according to the script?

Perception is considered more important than reality because people make decisions to buy or reject products and companies based on their perceptions, not necessarily the objective reality.

What example does the script use to illustrate the difference in consumer perception between Walmart and Target?

The script uses the example of Walmart being perceived as cheaper than Target, despite a comparison on Clark.com showing that the price difference between the two is minimal, to illustrate the power of perception in consumer behavior.

How does the script explain the perception of higher quality products at Target compared to Walmart?

The script explains that the perception of higher quality products at Target may be due to the belief that higher prices represent higher quality, as well as the store environment, such as cleaner looks, better product arrangement, and improved customer service.

What role does attention play in the process of perception according to the script?

Attention is crucial in the process of perception because it determines which stimuli we focus on and organize. Without paying attention to a stimulus, we cannot create a perception about it.

How does the script describe the process of organizing information in perception?

The script describes organizing information in perception as looking at patterns and trying to make sense of the stimuli received, such as categorizing the speaker based on various attributes like appearance, voice, and mannerisms.

What is the term used in the script to describe the mental model or framework that influences our interpretation of stimuli?

The term used in the script to describe the mental model or framework that influences our interpretation of stimuli is 'Schemata'.

Can our perception change over time according to the script? If so, how?

Yes, our perception can change over time. The script explains that we can incorporate new information and build new schemata, which may change our existing schemata, thereby altering our interpretation and perception.

What personal example does the script provide to illustrate how different mental models or schemata can affect perception?

The script provides a personal example of the speaker's wife perceiving him as dressed like a slob during their first meeting, which was different from his own perception, due to her mental model or schemata of a well-dressed person being different from his.

Outlines

00:00

🔎 The Essence of Perception

This paragraph delves into the concept of perception, challenging the audience to consider their own perceptions of the speaker as a person and a teacher based on varying levels of exposure, such as watching videos, attending lectures, or personal acquaintance. It emphasizes that perception is shaped by the amount and interpretation of information one has about a subject. The speaker uses the example of differing perceptions of Apple based on individual interests and information processing. The paragraph highlights the significance of perception in marketing, asserting that perception often outweighs reality in consumer decision-making, illustrated by the common belief that Walmart is cheaper than Target despite minimal price differences. The speaker encourages viewers to explore further on the topic of perception and positioning in another video.

05:02

🤔 The Perceptual Process: From Exposure to Interpretation

The second paragraph explores the perceptual process in detail, beginning with exposure to stimuli and the necessity of attention to form a perception. It explains that mere exposure is not enough; one must actively organize the received information to create a coherent picture, such as noting the speaker's physical appearance and mannerisms. The paragraph discusses how interpretation is a deliberate process influenced by one's mental models or 'Schemata,' which are based on past experiences and can affect how one perceives new information. The speaker provides a personal anecdote about a cultural difference in perception regarding attire and how it was resolved over time, emphasizing that perceptions can evolve with new information and experiences. The paragraph concludes by reiterating the importance of understanding perception in marketing, as it drives consumer purchasing decisions.

Keywords

💡Perception

Perception is the process by which individuals select, organize, and interpret sensory information to construct a coherent understanding of the world around them. In the video, perception is central to the theme as it discusses how different people may perceive the speaker differently based on the information they have and their interpretation of it. For example, the speaker asks if viewers' perceptions of him would differ based on whether they've watched his videos, Googled him, or attended his physical lectures.

💡Stimuli

Stimuli refer to any environmental or sensory input that can be perceived by an individual. In the context of the video, stimuli are the various forms of information about the speaker that viewers might encounter, such as his videos, physical appearance, or voice. The speaker explains that being exposed to stimuli is the first step in the perceptual process, which is essential for forming perceptions.

💡Interpretation

Interpretation is the cognitive process of assigning meaning to sensory information or stimuli. The video emphasizes that interpretation is a key component of perception, as it is how individuals make sense of the information they receive. For instance, the speaker's physical appearance, accent, and teaching style are all subject to the viewers' interpretation, which in turn shapes their perception of him.

💡Reality

Reality, in the video, is presented as the objective state of things as they exist, independent of individual thoughts or feelings. The speaker contrasts perception with reality, suggesting that people's interpretations of reality can vary widely. This is illustrated when discussing the perception of Apple as a company, which depends on an individual's interest and ability to process information about the brand.

💡Schemata

Schemata, in the context of the video, are mental frameworks or models that individuals use to organize and interpret information. The speaker uses the term to explain how past experiences and preconceived notions influence the way viewers perceive him. For example, if a viewer had a negative experience with a teacher who resembled the speaker, their schemata might lead them to have a negative perception of the speaker.

💡Marketing

Marketing is the process of promoting, selling, and distributing products or services. The video highlights the importance of perception in marketing, as it determines how consumers view products and companies. The speaker uses the example of Walmart and Target to illustrate how consumer perceptions of these brands as being cheaper or of higher quality can significantly impact their purchasing decisions.

💡Positioning

Positioning, in the video, refers to the strategy companies use to create a unique image or identity in the minds of consumers. The speaker mentions that companies like Walmart have spent millions on advertising to position themselves as providers of low prices, which has shaped consumer perception and is a strategic move to occupy a desired position in the market.

💡Consumer Behavior

Consumer behavior is the study of individuals' actions and decision-making processes regarding the purchase of goods and services. The video script discusses how consumer behavior is heavily influenced by perception, as people tend to buy or reject products based on their perceptions rather than objective reality. The speaker's mention of Walmart and Target's perceived pricing and quality is a direct reference to this concept.

💡Attention

Attention is the cognitive process of selectively concentrating on one aspect of the environment while ignoring other things. In the video, the speaker explains that simply being exposed to stimuli is not enough for perception to occur; attention must also be paid to the stimuli. This is exemplified when the speaker asks viewers to focus on the lecture rather than the background noises or other distractions.

💡Organizing

Organizing, in the context of the video, is the process of arranging and categorizing sensory information to make sense of it. The speaker describes how viewers organize the various pieces of information about him, such as his appearance and mannerisms, to form a coherent perception. This process is crucial for interpretation and ultimately for forming a meaningful picture of the world.

💡Mental Model

A mental model is a conceptual representation of how something works in the mind of an individual. The video uses the term to describe the internal representations or expectations that viewers have, which influence their perception. For example, the speaker's appearance and behavior are interpreted through the viewers' mental models of what a teacher should look like or act like.

Highlights

Perception is defined as the process of selecting, organizing, and interpreting stimuli to create a meaningful picture of the world around us.

Different people may have different perceptions of the same individual based on the information they have and their interpretation of it.

Perception can be influenced by various factors such as watching videos, attending lectures, or personal interactions.

The importance of perception in marketing is emphasized, where it can be more impactful than reality itself.

Consumers' buying decisions are often based on their perceptions rather than objective reality.

Walmart's successful advertising strategy has led to a widespread perception of it being cheaper than its competitors.

Target may be perceived as offering higher quality products due to its store environment and customer service.

Price comparison studies, such as one on Clark.com, show minimal price differences between Walmart and Target.

Perception can be influenced by the physical environment, such as the cleanliness and organization of a store.

Perception is not just a passive reception of stimuli but requires attention and active cognitive processing.

The process of perception involves organizing information into patterns and categories based on the stimuli received.

Interpretation of stimuli is influenced by individual mental models or schemata, which can shape perception.

Perceptions can change over time as new information is incorporated and existing schemata evolve.

The speaker shares a personal anecdote about how differing perceptions of dress can impact first impressions.

The video concludes by reiterating the significance of perception in marketing and consumer decision-making.

An invitation for viewers to ask questions or request further explanations on the topic of perception is extended.

Transcripts

So let me begin by asking you this question.

What is perception?

If I asked you what is your perception of me as a person

or as a teacher, what would be your answer?

Of course, many of you have only watched my videos on YouTube.

Some of you have might have Googled me,

some of you might have come to my class for a physical lecture.

Do you think that all these three

sets of people will have the same perception about me,

or will they differ in their perception of me as a person and as a teacher?

Now, why do you think you have different perceptions about me?

Well, the answer is clearly staring us right in the face, isn't it?

It's because your perception about me is going to be based upon

how much information you have about me and your interpretation

of the information that you have about me as well.

So someone who's never watched

my video or met me in person has no perceptions about me.

Clearly, my wife and my close friends and families will have the best accurate

representation of a perception of who I am and what kind of a person I am.

So what is perception? Perception

is nothing but a process in which we select, organize and interpret

stimuli to create a meaningful picture of the world around us.

So basically, in the most simplistic

term, perception is our interpretation of reality.

Your perception about Apple, the company will depend upon your interest

and your ability to find, organize and analyze information about Apple.

Right? Now if you already have a perception about Apple

then any new information that comes into your view

might create a new perception of Apple, that is if you let it happen. Right.

So when we talk about perceptions in marketing and in real life,

perception is very important.

In fact, perception is more important than reality.

People buy or reject product and companies based upon their perceptions.

If I asked you right now to tell me which place would be cheaper,

Walmart or Target, what would your response be?

I know most or all of you will say Walmart is cheaper.

Now, is Wal-Mart happy with this perception

or this position that Wal-Mart occupies in the consumer's mind?

Well to learn more about perceptions and positioning, please

watch my other video talking about that specific topic as well.

But just thinking about perceptions in mind, keeping in mind

that Wal-Mart has spent millions of dollars advertising its low prices

and the everyday low value that it provides.

I would perhaps say that they are happy with this position.

Right. With this perception that they have created.

So they strove for this position.

They covet this position,

and they spent millions of dollars in advertising to create this perception.

But what if you are Target?

Target might be missing out on a lot of consumers who are looking for value

just because these consumers perceive target to be more expensive than Wal-Mart.

In reality, that might not be the case at all. Let's take a

look at this comparison done on Clark.com

, comparing prices between Wal-Mart and Target.

So here we can see that across 30 regular consumer product categories,

the price difference between Target and Wal-Mart was just about one percent.

So if you bought five hundred dollars of goods from Wal-Mart, it would cost you

about Pirat around five dollars in pocket, which is not a big difference at all.

But even then, I find myself going to Wal-Mart and not a lot to Target,

because my perception is Wal-Mart is cheaper than Target.

Conversely, if I asked you who carries higher quality products,

Wal-Mart or Target, your answer might be Target.

Now, there might be a number of reasons for this.

We generally think that higher prices represents higher quality.

And since our perception is that target is higher priced,

it will also translate to higher quality.

Again, if you have gone to the store, the store environment,

which is another source of information, creates a difference in perception.

The Target stores look much cleaner, much shinier

products are generally arranged neatly.

There is more space between aisles.

The carts are better.

Customer service is better.

Excellent, etc..

Right. So, of course, Target might not be unhappy with the perception

of higher quality at the expense of the perception of being expensive.

So in summary, as I said earlier, your perception of a product

is your interpretation of the reality. To interpret anything,

you need to first be exposed to a stimulus.

You need to see it, hear it, touch it, feel it, smell it, etc..

Right. So right now you are focused, right now.

You're being exposed to the sights and sounds of this video,

as well as whatever is going on in the background.

So if you're watching this in a phone while your roommate is talking on her

phone or his phone, you're also being exposed to that chat.

If your AC is running, you are also being exposed to that sound.

If a TV is on, you are also being exposed to that TV.

So you're being bombarded by stimuli 24/7.

So just being exposed to something does not lead to perception.

You also have to pay attention.

So if you are if you start paying attention

to your roommate's conversation instead of paying attention to this video,

then you will not be

creating a perception about me and the lecture that I'm delivering.

Now, once you are exposed to the stimuli in this case, me,

and you are paying attention again, me, the next thing you do

is to organize the information that you have just received.

So I am a male, I'm middle aged,

I look Asian. My voice is soft,

I make a lot of hand gestures,

The video quality is decent at best,

I am wearing formal shirt,

I have no hair and many other things that you are receiving right now. Right.

So what is happening with you

is that you are looking at the patterns and trying to make sense of me.

You are looking at all the information

and organizing it to make a whole picture of me, to categorize me

so that you can interpret me in the next step. Right.

If you don't organize me, you cannot make sense of me, which is to interpret me.

And so let's take a look at these. What are these?

You're being exposed to the stimuli, and I'm sure you're paying attention

to it as well, as part of the effort to create a perception about these things.

Now, if you've never seen this thing or this thing in the past,

the brain looks for patterns to see

what categories it will match or it doesn't match.

And based upon that information, the product

will get organized into a category.

So in case of me and talking about me

every information that you see, hear, or feel about me will help you

organize me based upon the stimulus that you've just received. Right.

So while sensing and organizing are generally spontaneous and happens

really without much conscious thought, interpretation

will be much more deliberate and will take conscious thought.

So coming back to your perception

about me, your perception will be based upon your mental model.

A better word that we could use

is, Schemata, of what a good person looks like and talks like.

So your interpretation of how you see me, Asian, middle aged,

bald, overweight, dressed formally, or how you hear me

with an accent , wrong pronunciation, the warmth in my voice, etc.

will be based on your past schemata of a good person.

So if you previously had bad experience with a teacher who looked like me

or talked like me, your perception about me will be impacted

because your interpretation is based upon the bad teacher schemata.

If you look at the ball example, if you are outside of the United States

and have never watched American football, you will not see this as a football.

This is because your schemata about football are that they are around.

They bounce when you kick them to the floor.

You generally kick the ball instead of playing with their hand.

Since your interpretation is based upon YOUR schemata of football,

you might perceive the ball to be not a football.

This does not mean that your perception cannot change over time.

We can incorporate new information and build new schemata,

and our existing schemata may change over time, thereby

changing our interpretation and our perception.

I'll give you a personal example as well.

The first time I met my wife many years ago, which is which

was kind of like on a Nepalese version of a blind date.

I wore a polo shirt, had clean jeans and wore tennis shoes.

And my perception was that I was dressed nicely enough.

But she later told me, as she thought, that I was dressed like a slob.

So her mental model or her schemata

of a well-dressed person was clearly different than mine.

Therefore, her perception of me was impacted by what she saw,

i.e., the visual stimulus

and what her internal schemata of a well-dressed person is.

Luckily, her overall perception of a person

is only partly based upon how a person dresses or looks.

And we have been together for over a dozen years.

So in this video, we learned about perception and the perceptual process.

I hope I explained these concepts well.

Perception is a very, very important topic in marketing,

because consumers make purchase decisions based upon perceptions all the time.

So if you have any questions or concerns, please

let me know. If you want me to explain any other concepts,

Please let me know as well.