Consumer Behavior Perception Essay

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Consumer Behavior - Perception:

Perception is the sensory experience of the surrounding world and includes both the acknowledgment of environmental motivation and reactions to these motivations. People usually gain information regarding properties and the environmental elements that are significant to survival through the process of perception. In addition to creating people's experience of the world, perception enables individuals to act within their environment. One of the most important questions throughout humanity is the role of human perception in understanding the functioning of the brain. In fact, if human beings would understand how the brain perceives and operates information as well as the process of decision making, the predictions of the future would be more precise and efficiency increased.

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Perception is also defined as the process of acquiring consciousness or understanding of sensory information. Before human beings learn anything, the process of perception must first take place since a person recognizes this process through one of the five senses. In most cases, the process of perception is usually recognized through either hearing or seeing and interpreting it. Consequently, perception can easily be understood as interpretation of whatever is seen or heard by a person ("What is Perception?" n.d.). The understanding of perception requires the description and understanding of all the inputs and outputs of information. Understanding these inputs and outputs of information to the human brain also explains the role of the five senses in perception.

The Role of Five Senses in Perception:

Given that human beings acquire information from the external world through the five senses, the play a significant role in the process of perception. The role of the five senses in the process of perception include

Inputs and Outputs of Information:

Essay on Consumer Behavior Perception Assignment

These five senses act as the inputs and outputs of information to the human brain which is the center of the process of perception. As human beings receive information through the five senses, they combine and evaluate the perceived information and make decisions. Actually, a decision is the product of the cognitive or mental processes that results in the choice of a course of action from various alternatives. The three primary levels of perception are acquiring information, combination and evaluation of information as well as the reaction to the information. The five senses acts at the inputs of information with decisions and actions acting as the outputs of the information. Basically, while the external world is the basis for the input information, the output information is the result of the thinking process that is dependent on a person's instincts.

The role of the five senses in perception is further understood through the assumption of human beings as functions. In this illustration, the human being is a function of the five senses or variables which represent a component of information flow over a given period of time. These variables change within a period of time because they consist of characteristics of the external or physical world. When one of the variables or five senses acquire information, it's followed by a process of combining and evaluating information that leads to the recognition of ourselves as human beings. Realizing our existence as human beings through obtaining information by either hearing, seeing, tasting, smelling or touching is the only thing that makes us different from animals.

Behavioral Pattern:

The five senses play a significant role in perception by defining the behavioral patterns of a person since perception is also a representation of a person's apprehension of the current situation in terms of his/her previous experiences. Information that is crucial to human existence is obtained every moment through our position in space and its smell, appearance and sound characteristics. Each time an individual obtains a new flow of information from the previous flow, his/her brain compares this new information with the previous information that he/she has in attempts of matching them (Babitski, n.d.). In cases where this new information matches to a certain extent with the previous one, the human brain duplicates the former behavior pattern. Additionally, this may result in the creation of a new behavioral pattern when the brain retranslates the new information into new circumstances. A similar process also happens when individuals are attempting to make a decision or behavior plan.

Human beings get information from experience and extrapolate the information in the future based on their previous experiences while testing every possible solution. This result in the creation of a new behavioral pattern that a person follows and alters based on the changing information. However, human beings like following their instincts because prefer doing things that bring satisfaction rather than the opposite. The behavioral pattern of humans is dependent on instincts as experience brings information of whatever is good or bad. An example of how five senses influence the behavioral pattern of individuals is the fact that once an individual touches a hot pot, they are unwilling to do it again.

The correlation of the perception with previous experience is illustrated in the following example. When a person parks his car and walks away while looking at it continuously, the vehicle will appear to be getting smaller and smaller as he goes further away. While the sensory perception reveals that the vehicle is shrinking quickly, an individual doesn't interpret that the vehicle's size is changing. This interpretation is because of the fact that individuals have learned that the sizes of objects remain constant regardless of our distance from them.

Perception and Consumer Behavior:

Given that human beings perceive the world as they think rather than the way it is, the understanding of the perceptional process helps in understanding consumer behavior. The understanding of this process of perception not only helps the executive to improve actions but to also make better marketing and advertising decisions. Consumer behavior not only incorporates the utilization and disposal of products but also the study of how the products are purchased. For executives to make better marketing and advertising decisions, they need to understand that perception goes beyond obtaining information of a certain product over a given period of time. The perception process involves recognizing, processing and storing stimuli which helps in interpretation.

In order to make better marketing and advertising decisions, the major challenge of the executives is identifying the target customer and how these target customers perceive the world around them. This identification and perception of the target customers enables the executives to adjust all their marketing activities to suit the target customers. Executives can make better marketing and advertising decisions by understanding the major factors in the perception process. These factors in perception include & #8230;

Exposure:

One of the major factors of perception that influence the consumption of products and services by customers is exposure. While this exposure to products and services is not enough to significantly impact customers, it incorporates the extent with which customers encounter stimulus. However, while customers are exposed to commercial messages numerously and randomly, attention is needed for stimuli to be processed consciously. The degree of attention can either be high or low depending on the situation but it can be escalated instantly particularly when it is low. The attention of customers to advertisements of products increases especially when they are deliberately looking for particular products.

Stimuli:

The other major factor of perception is stimuli which results in interpretation when an individual makes sense from the stimulus. The ability of customers to perceive changes in stimulus intensity seems to be strongly associated with the intensity of that stimulus. Notably, there are various factors that influence the extent with which stimuli can be detected by an individual. One of the major factors that influence the identification of stimuli is relevance since customers are more likely to focus on pleasant stimuli particularly when they have an alternative. However, most of the irritating advertisements prove to be significantly effective when customers can't escape focusing on unpleasant stimuli.

The other major factor that also influences the identification of stimuli is repetition since customers do not usually concentrate on stimuli at one time but the impact becomes greater over time. Customers don't concentrate on stimuli at any one time especially in advertisements of low priority but changes when they are exposed to the advertisement over and over again. Moreover, customers concentrate on surprising stimuli since the survival instinct necessitates more concentration on an unknown thing that may need action ("Perception," n.d.).

Marketing and Perception:

Having looked at the major factors in the process of perception, executives can make better marketing and advertising decisions by understanding this process in consumer behavior. In the marketing field, perception basically deals with the understanding of the way customers view products or services. This helps the executives or marketers to make better marketing and advertising decisions as well as to differentiate their messages from that of their competitors. By understanding the process of perception, executives can make better marketing and advertising decisions by using several props to stimulate the customer. Given that stimuli is a major factor in perception, the executives can stimulate the customer… [END OF PREVIEW] . . . READ MORE

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