External Factors Influencing the Perception Process

The external attention factors are:

a) Intensity
b) Size
c) Contrast
d) Repetition
e) Motion
f) Novelty and familiarity
g) Situations

Intensity: The intensity of stimulus implies that the more intense the stimulus audio or visual, the more is the likelihood it will be perceived. A loud noise, strong odour or bright light or bright colours will be more readily perceived than soft sound, weak odour or dim light. It is because of this advantage that advertisers employ intensity to draw the consumers' attention.

Size: The size of the object or stimulus has a greater impact on the perception process because the size influences attention and recognition in a more effective manner. A Great Den dog which is tall attracts the attention. At the same time a pocket dog also attracts attention because of its size. However, generally the larger the object the more likely it will be perceived. The amount of attention enhances with the size of the newspaper advertisement exposed to the individuals although the increase in attention may not be directly proportional to the increase in size.

Contrast: Contrasting objects have more impact on behaviour. The contrast principle states that external stimuli, which stand out against the background or which, are not what the people expect will receive attention. Plant safety signs, which have black lettering on a yellow background or white lettering on a red background, are attentions getting.

Any change in the accustomed atmosphere attracts attraction. His if one or more of the machines should come suddenly to a half, the supervisor would immediately notice the difference in noise level. Also a person who has fallen asleep in a bus because of the drone of the engine wakes up immediately the engine stops.

Repetition: Repeated stimuli have more impact on performances than a single statement. Repetition has the advantage of being attention catching. Perhaps, it is because of this that supervisors tend to repeat directions regarding job instructions several times for even simple tasks to hold the attention of their workers. Advertisers while putting T.V. or radio advertisements repeat the brand name they are advertising.

Motion: The factor of motion implies that the individuals attend to changing objects in their field of vision than to static objects. It is because of this advantage that advertisers involve signs, which include moving objects in their campaigns. At an unconscious level the animals in the jungles make use of this principle. A tiger lying in wait is motionless until his prey is nearer him and then jumps at an appropriate moment.

Novelty and familiarity: A novel object in the familiar situation or a familiar object in a novel situation tends to attract attention. Thus a white person or a black person in India catches attention faster. Job rotation is an example of this principle. Recent research indicates that job rotation not only increased attention but also employees' acquisition of new skills.

Situations: Situations have a great influence on people's perceptions. A favourable work environment develops a positive attitude and work culture because the perception process is easily channelised and rightly directed.