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the image of an object does not move on our retina, we perceive that object as moving. Consider what happens as a person moves in front of you and you track that person’s motion with your eyes. You move your head and your eyes to follow the person’s movement, with the result that the image of the person does not move on your retina. The fact that the person’s image stays in roughly the same part of the retina leads you to perceive the person as moving. Psychologist James J. Gibson thought that this explanation of motion perception was too complicated. He reasoned that perception does not depend on internal thought processes. He thought, instead, that the objects in our environment contain all the information necessary for perception. Think of the aerial acrobatics of a fly. Clearly, the fly is a master of motion and depth perception, yet few people would say the fly makes unconscious inferences. Gibson identified a number of cues for motion detection, including the covering and uncovering of background. Research has shown that motion detection is, in fact, much easier against a background. Thus, as a person moves in front of you, that person first covers and then uncovers portions of the background. APPLICATION OF VISUAL PERCEPTION: Apart from this however there are certain features of visual perception which are applicable to daily business life as well : SIZE : In size we are most likely to notice things if they are of a different size from similar objects in the immediate area . Some advertisers seek attention by erecting billboards that are as large as possible. CONTRAST: When we speak of contrast , we assume that when an object contrasts with its surroundings it is more noticeable . For instance in the diagram below one square is shaded while others are not. When we first look at the diagram our attention is drawn to the dark square because of its contrast to its surroundings. This can be applied in situations like a manager interviewing twenty women and one man for a job, he would remember the man first , simply because he posed such a contrast . INTENSITY: Objects may also vary in their intensity. Intensity can involve characteristics such as brightness, color, depth or sound. Like we listen more carefully to some one who is yelling. This principle is applied in some television commercials, which are louder than regular programming ? to catch attention. MOVEMENT: We tend to focus out attention on objects that are moving in relation to their surroundings. REPITITION: Repetition can also increase the awareness of an object, well one can recall the Bicardi ad since its repeated over and over on television. NOVELTY: Lastly novelty also influences our perception. For instance looking at part d of the slide. Although the circle is as the same size and color as the square, its novel shape draws attention. People wearing unusual clothing, books and magazines that have strange covers attract our attention .

Bibliography

Anderson, John R. CognitiveBIBILOGRAPHY BOOKS Applications from; CONSUMER BEHAVIOUR ,Psychology and its Implications. Wolman, Benjamin B., ed. The Encyclopedia of Psych iatry, Psychology,GRIFFIN Definitions from; THE BRITANICA ENCYCLOPEDIAand Psychoanalysis

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