Perceptual set

Perceptual set is an expectation of a perception based on past experience with the same or similar stimuli. It presents a broad view about the environment and people which helps to guide an individual’s perception and behaviour at work. The sources of perceptual sets are past experience and contents; past experience are the factors within a perceiver whereas contents are factors outside the perceiver, which shape the perception and perpetual relation of a person.

Principles of Perceptual Selection

People are goal oriented and they have limited capacity to perceive. Therefore, they are always selective. They select from among those physical stimuli which they can grasp at the moment in time. Likewise, they select those stimuli which satisfy their needs, desires and expectations based on their capacity. Some of the important principles of perceptual selection are given below.

1. Intensity: High intensity increases the changes of selection. If the message is bright, it gets more attention than in normal case. Greater the intensity of stimulus, the more likely, it will be noticed. An intense stimulus has more power to push itself our selection, filters then does the weak stimulus.
2. Size: The principle of size says that the larger the object, the more is the probability that it is perceived. Size attracts the attention of the individual. A full page spread advertisement attracts more attention than a few lines in a classified section. The reason is not difficult to see. The size establishes dominance and enhances perceptual selection.
3. Frequency/Repetition: The repetition principle states that a repeated external stimulus is more attention- getting than a single one. It is for this reason there is repetitive advertising to gain the customer’s attention.
4. Contrast: As per contrast principle, the external stimuli, which stands out against the background will receive more attention. For example, plant safety signs with black lettering or a yellow background or white lettering on a red background are more attention attracting.
5. Status: Status held by an individual also influences his/her perception about things or events. Researches suggest that people with high status often exert more influence on the perception of an individual as compared to those holding low status.
6. Movement: The movement principle says that people pay more attention to a moving object than the stationery ones. People will be attracted more by a running train than one standing on the platform.
7. Novelty and familiarity: This principle says that either a familiar or a novel (new) factor in the environment can attract attention, depending on the circumstances. For example, people would quickly notice an elephant walking along a city street. Someone is likely to notice the face of a close friend among a group of approaching people.