People often use the word perception when they

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In everyday conversation, perception and attitude are often conflated. People often use the word “perception” when they actually mean “attitude” or “opinion”. For example, if your friend asks, “What’s your perception of this sofa? Do you like it?”, she is really asking about your attitude toward the sofa – your positive or negative evaluation of the sofa. But in psychology and marketing, perception and attitude mean different things. Perception as a Filter Perception is the meaning we apply to the stimuli we receive through our senses. Perception is not an opinion, it’s not positive or negative. Perception is simply the filter or lens through which we interpret our surroundings. That does not mean we all perceive stimuli the same way. Our perception, our filter or lens, is shaped by many factors, including: The culture we were raised in, which is where we learned what meaning to apply to the stimuli we receive. For example, we might learn from our culture that red means heat, that red means stop, and/or that red means death. Our past experiences, which is how we have applied meaning in the past. For example, if you
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  • Fall '19
  • Psychology, Textbook Examples, Perception and Attitude

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