1. Perception

3. Perception; is a complex cognitive process that is concerned with selection, organization and interpretation of stimuli. Perception involves cognitive process like thinking, memory and ability to form meaning through the sense processes. Perception is an active process in which sensory experience is carried to the brain and interpreted.

4. Difference between Sensation & Perception Psychologists tend to view sensation as biological process and perception as cognitive process. Both are interrelated. Sensation; refers to the process by which the sense organ gathers information about the environment. Perception; is the process by which the brain organizes and interprets sensations.

5. Factors of Perception There are two types of factors that affecting perception 1.Objective / external Factors 2.Subjective / internal Factors

6. Objective Factors There are a number of characteristics of stimuli that influence our perception. 1.Intensity 2.Size 3.Distinct & Striking 4.Movement 5.Duration 6.Repetition 7.Abrupt Change

7. Objective factors Intensity; The intensity of an external stimulus determines its probability to being perceived. louder a sound, the more likely a person is to perceive it. The brighter a light,the more likely it is to be in the focus of perception.

8. Size; a larger object is more likely to be noticed than a smaller one. A full page advertisement is more likely to be noticed than a half- column one I trust on ALLAH

9. Distinct & Striking; distinct (clearly described) and striking (attractive and unusual) things are perceived sooner than dull and unclear things.

10. Movement; When things move suddenly in still and motionless environment,it is quickly perceived.e.g. birds sitting quietly on tree are not quickly perceived as compared to ones about to fly.

11. Repetition; The more number of a time the stimulus is repeated, the more it is likely to be noticed. Repetition is one of the most frequently used techniques in advertising and is the most common way of attracting the people’s attention. Frequency results in making people aware of the stimulus. Duration; Television and radio advertisements of long duration are attended to more than those of short duration.

12. Abrupt Change; Any change in stimulus conditions, such as increase in noise, often attracts attention.

13. Subjective Factors Sometimes, perception is determined not only by the physical characteristics of stimuli but by the characteristics of the perceiver. These are 1.Motives or needs 2.Interests & values 3.Past experience 4.Age 5.Social & cultural factors

14. 1.Motives or Needs; when people are motivated,they tend to see and hear what they want to hear. In other words, we may be set to perceive the world in ways that agree with our motives and match our goals. People at different levels of needs and desire perceive the same thing differently. Power seekers are more likely to notice power related stimuli. That is to say expectancy, motives or interest also affect people perception.

15. Subjective Factors 2. Interests & Values; we attend to those aspects of world that relate to our interest. 3.Past Experience; Experience and knowledge have a constant bearing on perception. Successful experiences enhance and boost the perceptive abilities and lead to accuracy in perception of a person. Much of our daily activity is dependent upon past experience. we have learned to react to cues & symbols. E.g., on seeing a moving line on the sky, we guess it to be an airplane.

16. Subjective Factors 4. Age; Age brings a change in perception as well. A child perceives things in different way as compared to a young person. 6.Social & Cultural Influences ; The normal perceptual experiences of a culture may lead its members to develop perceptual biases, suggestions and prejudices.

17. Kinds/Types of Perception We perceive objects in different manners as compared to their position in the environment. Objects may be moving or static, when we have to perceive motion. We may have to locate sounds and voices in the space around us. Lets look at: 1.Form Perception 2.Size Perception 3.Time Perception

18. Form Perception Our perception is a unified experience. We are familiar to organizing things in our mind into a form, shape, a melody or a scene that makes up a meaningful whole..

19. 1.Figure /Ground; we see objects and forms of everyday experience as standing out from the background. e.g., a clock hanging on the wall is perceived as the figure, while the wall is the ground Our first perceptual decision is what is the image is the figure and what is the background

20. Size Perception/Perceptual Constancy Size perception ; Size perception is the tendency to perceive objects in a consistent manner despite the changing sensations that are received by our senses. visual constancy plays an important role in helping us adapt to our environment successfully. Learning plays an important role in the development of constancy. Once we know that certain objects in our environment have certain characteristics,we tend to perceive them in the same way, regardless of the conditions under which they are perceived.

21. Size Perception Three types of constancy are explained briefly here: 1.Size Constancy 2.Shape Constancy 3.Color Constancy

22. Size Perception Size Constancy; When we know that an object is of a certain size, we tend to perceive it as being that same size, regardless of how far it is from our eyes. In Size constancy,the perceiver has the ability to judge true or measured size, regardless of the distance involved. E.g., when you finish a conversation with a friend and he begins to walk away,the image on retina become smaller & smaller. The knowledge that he is also farther away, compensates for change in retinal image and you perceive him as the same size.

23. Size Perception 2.Shape Constancy; When we know that the object is a certain shape,we tend to perceive it as the same shape, regardless of the viewing angle. We have learned to make corrections in our perception dependent on the angle from which we observe. Everybody has seen a plate shaped in the form of a circle. When we see that same plate from an angle, however, it looks more like an ellipse. Shape constancy allows us to perceive that plate as still being a circle even though the angle from which we view it appears to distort the shape

24. Size Perception 3.Color Constancy; Colors of objects tend to remain constant in perception when we know their true color. refers to our ability to recognize that color remains the same regardless of how it looks under different levels of light. That deep blue shirt you wore to the beach suddenly looks black when you walk indoors.

25. Time Perception We take time in seconds, minutes and hours which pass into days, weeks, months, years and even centuries. Time is also perceived in terms of past, present and future. It refers to the subjective experience of time, which is measured by someone's own perception of the duration of the indefinite and continuous unfolding of events. Another person's perception of time cannot be directly experienced or understood, but it can be objectively studied and understood through a number of scientific experiments