Perception Definition process by which individuals give meaning to their environment by organizing and interpreting their sensory impressions none of us sees reality we interpret what we see and call it reality Factors That Influence Perception -perceiver-individual's personal characteristics attitudes,personality,experience,expectations nge-relationship of target to its background simdion-time,location,light,color,and other environmental factors ©Prentice Hall,2002 14-21 Perception Definition – process by which individuals give meaning to their environment by organizing and interpreting their sensory impressions – none of us sees reality • we interpret what we see and call it reality Factors That Influence Perception – perceiver - individual’s personal characteristics • attitudes, personality, experience, expectations – target - relationship of target to its background – situation - time, location, light, color, and other environmental factors © Prentice Hall, 2002 14-21