Activity 9.1 The fundamentals of perception

Task 1 Seeing things differently

According to Blythe (2013, p. 103), 'perception is a process of converting sensory information into an understanding of how the world works'. Sensory information, also referred to as sensory stimuli, comes in the form of sights, smells, sounds, tastes and textures via our sensory receptors (eyes, ears, skin, etc.). Solomon et al. (2010, p. 118) help to further explain the process of perception by defining it as the process by which sensory stimuli are selected, organised and interpreted. We are bombarded by so many sensory stimuli every day that we couldn't possibly process all of them, so we consciously and subconsciously select what are most relevant and then organise and interpret the stimuli in a way that helps us make sense of the world.

To look at it a different way, we process raw data (sensation), assigning meaning to them and 'the study of perception focuses on what we add to or take away from those sensations as we assign meaning to them' (Solomon et al., 2010, p. 118). Arnould et al. (2004, p. 299) observe that we act and react on the basis of our perceptions - the way we sense and interpret the world around us. How we perceive certain things and situations differs from person to person and, therefore, different interpretations and different points of view are likely.

Having now reflected on perception and the potential for different points of view, consider a situation when you have had to make a buying decision with at least one other person, when there was a difference of opinion on what product/brand would best meet your needs.

Why was there that difference?

How was it overcome?

Was the right decision made (all things considered)?

Make a post headed 'Perception' on your Consumer stories blog analysing the role played by perception in the buying decision in question. Suggest ways in which the marketing of the goods or services involved might address differences in perception.