The 2nd - Perception

Perception can be defined in various ways, Paul Rookes states in his book, Perception, that “Perception is a process which involves the recognition and interpretation of stimuli which register on our senses”. (Rookes, P. 2000). Wilkie offers a different definition of what perception is, “Perception is the process of sensing, selecting & interpreting consumer stimuli in the external world” (Wilkie 1994)
Perception is under the forth part of Kotlers behaviour model and comes under the Psychological category.
I think perception is how we see the things around us and how something can seem different from a different vantage point. There can be various ways in which we perceive the environment around us. Also different people may see things in different ways, for example this advert shows exactly what I think perception is.



This advert from The Guardian shows that things can be completely different from one point of view to another. When the man runs towards the other person, I first perceived that he was running at him to hit him, because this is the first thoughts which come into peoples minds, that if he is running towards him like that, he is going to hit him. But when the camera angle is changed then we can see that the man was going to help him. The video details are also important, firstly the advert is in black and white, this, I think, makes the audience concentrate only on the man and not the surroundings. If they had added colours in the advert, then, I think, it would have not been as effective in showing that things can seem different from other sides.



This three part diagram also shows what perception is, first there is a sensation i.e. our senses show us, for example with an advert, what the colours tell us and what the music is like, from this we get a sensation of what the advert is about and it catches our attention. After that we interpret what the advert is about and it makes us think of a decision.