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Chapter 3: perceiving and meaning

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Chapter 3: perceiving and meaning

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Created by

Linh Bùi
Linh Bùi
Viet Nam

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Chapter 3: perceiving and meaning
 

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Chapter 3: perceiving and meaningOnline version

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by Linh Bùi
1

3 . 1 Theoretical Approaches to Sensation and Perception
Several approaches explain how humans sense and perceive stimuli :
: Studies the relationship between physical stimuli and the sensations / perceptions they produce .
Example : How much louder must a sound be for us to notice the difference ?
: Emphasizes that perception is organized into wholes rather than isolated parts .
: " The whole is greater than the sum of its parts . "
: Focuses on mental processes like schemas , memory , and expectations that shape interpretation .
Example : A consumer interprets a luxury brand differently because of prior knowledge .
: Examines how sensory organs and brain structures process stimuli .
Example : How the visual cortex interprets light patterns into images .

2

3 . 2 The Three - Stage Perception Process
Perception translates into meaning through three stages :
: Stimuli enter our sensory systems ( sight , sound , smell , touch , taste ) .
Example : Seeing a billboard .
: We selectively focus on certain stimuli while ignoring others .
Example : Noticing the billboard because it ? s brightly colored .
: We assign meaning to the stimulus based on schemas , context , and experience .
Example : Interpreting the billboard as " fun , youthful brand " because of imagery and slogans .

3


Definition : The principle that the ( JND ) between two stimuli is to the magnitude of the original stimulus .
Formula :
? II = k
Where :
? I = change in stimulus intensity ( the JND )
I = original stimulus intensity
k = constant ( varies by sensory modality )
Example :
If you carry 100g , you might notice a 10g increase .
If you carry 1kg , you ? d need ~100g increase to notice .
Marketers use this principle when making package size or price changes small enough to avoid detection .

4

Conscious vs . Unconscious Aspects of Perception
:
Stimuli we actively notice and interpret .
Involves deliberate attention and awareness .
Example : Reading a product label and it ? s healthy .
:
Automatic , effortless processing of stimuli .
Influences behavior without awareness ( priming , subliminal cues ) .
Example : in a store affecting mood and purchase decisions without conscious recognition .

5

Putting It All Together
explain how perception works .
shows how raw stimuli become meaning .
explains thresholds of sensory change .
highlights levels of awareness in processing .

 
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