Chapter 6 - Perceptual organisation

Question 1

Define perceptual organisation

Answer 1

People group stimuli and perceive them as unified wholes

Question 2

What are the principles of perceptual organisation

Answer 2

• Figure and ground
Grouping
Closure

Question 3

Expand upon figure and ground, how can it be used in marketing?

Answer 3

– people organise perceptions into figure-and-ground relationships
o	Ground (background) is hazy, and figure is clearly defined
o	Marketers make sure that figure is clearly perceived

Question 4

Expand upon Grouping , how can it be used in marketing?

Answer 4

– people group stimuli to form a unified impression or concept
o Grouping helps memory and recall
o Marketing - Forms associations between products and scenarios
o Grouping of ID numbers

Question 5

Expand upon closure, how can it be used in marketing?

Answer 5

People have a need for closure and organise perceptions to form a complete picture
o If something needs to be completed, creates tension and people will fill in the gaps
o Great for marketers to promote involvement