Page 15 - MARKETING & PUBLIC RELATIONS EBOOK IC88

 One does not see what there is outside to be seen.
 One responds to the selected stimuli differently.
 What we really see or perceive is what our mind interprets of the reality
outside.
 Perception is a visual phenomenon
 Percepton is also a cognitive phenomenon.

II. Perceptual errors
 Role or status of other person. We look down or look up to some kinds of
people.
 Physical features including dress. Obscenity, which gives rise to several debates
and even agitations, is a perception.
 Incomplete reception of, and/or attention to, all the available symbols and data.
 Projection which is the tendency to project one’s feeling, motivations, or
characterstics on to the other person.
 It is because of difference in perception that people see facts differently, are not
objective about observations and judgments.

III. Effects of perception
 Perception influence the nature of relationships between persons and towards
organisation that such persons are rare deemed to be part of.
 The human actor does not react to an environment. He enacts it.
 Perception is not an explicit process. The reception, selection, and evaluation of
the many sensory stimuli may occur below.
 Conflicts at interpersonal or inter-group levels, are created, and resolved,
because of, and through, perceptual influences.
 One of the tasks of effective salesman is to tackle the perception of the
prospects. While handling objections from prospects, insurance agents are
effectievely trying to influence perceptions.

IV. Stores
 Another useful concept to understand consumer behaviour is that of strokes,
taken from the constructs of transactional analysis.
 Physical stroking provides comfort. It is a message of caring, of recognition, of
ceoncern. Everyone hungers for recognition and caring.
 People want strokes. They want positive strokes which may be in the form of
compliment, appreciation, praise – references to ones worth.
 Negative strokes are preferred to absence of strokes.
 Insurance personnel are in positions where they can provide positive or
negative strokes to people visiting their offices or making enquiries on the
telephone.

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