Objective Factors / Stimulus Field of Perception:

In certain instances, perception may be determined primarily by the stimulus involved. There are number of characteristics of stimuli that influence our perception.

1. Intensity

   The louder a sound, the more likely a person is to perceive it. The brighter a light, the more likely it is to be in the focus of perception.

2. Size

   A full-page advertisement is more likely to be noticed than a half-column one.

3. Distinct and Striking

   Distinct and striking things are perceived sooner than dull and unclear things.

4. Movement

   When thing moves suddenly in still and motionless environment, it is quickly perceived. For instance, birds sitting quietly on tree are not quickly perceived as compared to ones about to fly.

5. Novelty

   A new and novel thing is perceived sooner than old and used thing.

6. Duration

   Television and radio advertisements of long duration are attended to more than those of short duration.

7. Repetition

   Repetition causes us to adapt to the repeated stimulus. When a mother calls her child in for breakfast, she usually calls her name several times.

8. Abrupt Change

   Any changes in stimulus conditions, such as increase in noise, often attracts attention. Someone suddenly shouting in a library may attract a great deal of attention, while in a boiler factory, the same shout may pass unnoticed.