Cue check, in which the characteristics are analyzed in preparation for the selection of a schema.

Primitive categorization, in which the basic characteristics of a stimulus are isolated.

The Perceptual process can be broken down into the following stages: That is, we tend to group in our memories the objects we see as having similar characteristics, and the schema to which an object is assigned is a crucial determinant of how we choose to evaluate this object at a later time. Such interpretations or assumptions stem from the schemas, or organized collections of beliefs and feelings, that a person has. People interpreted it to depict a black man who had been arrested by a white man.’ Even though both men are dressed the same, people’s prior assumptions distorted the ad’s meaning. This ad was the target of many complaints about racism after it appeared in magazines and on billboards around the United States, even though the company has a reputation for promoting racial tolerance. The ad features a black man and a white man handcuffed together. The subjective nature of perception is demonstrated by a controversial advertisement developed for Benetton by a French agency.

However, the study of perception focuses on what we add to or take away from these sensations as we assign meaning to them. Like a computer, we process raw data (sensation).

Perception is the process by which these stimuli are selected, organized, and interpreted. Sensation is the immediate response of our sensory receptors (e.g., eyes, ears, nose, mouth, ringers) to such basic stimuli as light, color, and sound. If a perception has been created, whether it is actually true at the core, it is perceived as true and therefore, everyone believes it to be what they perceive. One thing that is true in life and in business is that perception is reality.

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