Influencing factors Perceptual Management

Internal Factors

Self-concept : The way a person views the world depends a great deal on the concept or image he has about himself. The concept plays an internal role in perceptual selectivity.

Beliefs : A person’s beliefs have profound influence on his perception. Thus, a fact is conceived not on what it is but what a person believes it to be.

Expectations : These affect what a person perceives. A technical manager may expect ignorance about the technical features of a product from non-technical people.

Inner Needs : The need is a feeling of tension or discomfort, when one thinks he is missing something. People with different needs experience different stimuli. According to Freud, wishful thinking is the means by which the Id attempts to achieve tension reduction.

Response Disposition : It refers to a person’s tendency to perceive familiar stimuli rather than unfamiliar ones.

Response Salience : It is the set of disposition which are determined not by the familiarity of the stimulus situations, but by the person’s own cognitive predispositions. Thus, a particular problem may be viewed as a marketing problem by marketing personnel, a control problem by accounting people and human relations problem by personnel people.

 External Factors

1. Size : Bigger size attracts the attention of the perceiver

2. Intensity : A loud sound, strong odor or bright light is noticed more as compared to a soft sound, weak odour or dimlight.

3. Repetition : A repeated external stimulus is more attention getting than a single one. Advertisers use this principle.

4. Novelty and Familiarity : A novel or a familiar external situation can serve as attention getter.

5. Contrast : It is a kind of uniqueness which can be used for attention getting. Letters of bold types, persons dressed differently than others, etc., get more attention.

6. Motion : A moving object draws more attention as compared to a stationary object. Advertisers use this principle.