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Perception and Behavior: How To Stimulate Creativity
1. Perception and BehaviorPerception and Behavior
How to Stimulate CreativityHow to Stimulate Creativity
Anne EgrosAnne Egros
Global Executive CoachGlobal Executive Coach
Company: Zest and Zen InternationalCompany: Zest and Zen International
2. If a tree falls in the forestIf a tree falls in the forest
and there is nobody aroundand there is nobody around
does it make a sound?does it make a sound?
3. PerceptionPerception
PerceptionPerception is the critical activity that links theis the critical activity that links the
individuals to stimulus. environment, group andindividuals to stimulus. environment, group and
situationsituation
PerceptionPerception consists of:consists of:
ExposureExposure : Stimulus to nervous system: Stimulus to nervous system
AttentionAttention : Sensation is passed to the brain: Sensation is passed to the brain
InterpretationInterpretation: Assignment of meaning to the: Assignment of meaning to the
received sensationreceived sensation
5. The Perception Is SubjectiveThe Perception Is Subjective
Individuals areIndividuals are
variablevariable in theirin their
responses to stimulusresponses to stimulus
Perception andPerception and
MemoryMemory are bothare both
very selective.very selective.
MESSAGE
6.
7. Individual Factors in PerceptionIndividual Factors in Perception
InterestsInterests
NeedsNeeds
8. Words influence because theyWords influence because they
evoke us toevoke us to createcreate
representationsrepresentations within ourwithin our
minds at multiple levels.minds at multiple levels.
10. InterpretationInterpretation
The assignment of meaning to sensationsThe assignment of meaning to sensations
Cognitive interpretationCognitive interpretation – process– process
whereby stimuli are placed into existingwhereby stimuli are placed into existing
categories of meaningcategories of meaning
Affective interpretationAffective interpretation – the– the
emotional or feeling response triggered byemotional or feeling response triggered by
a stimulusa stimulus
12. Surface StructureSurface Structure is:is:
WordsWords
TonalityTonality
Body LanguageBody Language
GesturesGestures
What You ObserveWhat You Observe
14. Right Brain/Left BrainRight Brain/Left Brain
Emotional Brain Vs Logical BrainEmotional Brain Vs Logical Brain
Right Brain=Lizard brain
Random, Intuitive holistic,
Synthesizing, Subjective, Looks at
Left brain: Logical Brain
Sequential, Rational, Analytical,
Objective, Looks at parts
15. “Emotions are the gatekeeper to
learning”
Automatic "fight" or "flight" mode
FEAR Anxiety
STRESS
17. Re-programmingRe-programming
for positive thinkingfor positive thinking
Positive emotions enhance the ability of the cerebralPositive emotions enhance the ability of the cerebral
cortex to process information and to createcortex to process information and to create
permanent mental programs.permanent mental programs.
Step 1 : Clean your
Head
Step 2 : Recall enjoying
experience
Step 3 : Relax
have Fun
18. Learned ResponsesLearned Responses
Age and ExperienceAge and Experience
Attitudes and MotivationAttitudes and Motivation
Intelligence and MemoryIntelligence and Memory
Personality and PerceptionPersonality and Perception
Individual behaviourIndividual behaviour
will depend on:will depend on:
19. Why do people eat Big Macs?Why do people eat Big Macs?
20. Why do people eat Big Macs?Why do people eat Big Macs?
FACTS:
More than 60% of
Americans are
overweight and of
these, more than 30%
are obese ! 80%
percent of obese adults
have coronary heart
disease, diabetes,
hypercholesterolemia,
hypertension or
osteoarthritis
REALITY
Big Macs are
cheap, convenient,
and they taste
pretty good !
INSTANT
GRATIFICATION
EMOTIONAL REWARD
21. The Death of Common SenseThe Death of Common Sense
Facts = LogicFacts = Logic
Persuasion =Persuasion = EmotionEmotion
Logic rarely wins overLogic rarely wins over emotionemotion
22. To better connect with people around you, it isTo better connect with people around you, it is
critical to understand how they interact with thecritical to understand how they interact with the
world around themworld around them
The world of media is changing…The world of media is changing…
Microsoft ClipArtGallery
BlackBerry®
23. New Realities inNew Realities in
CommunicationCommunication
Trends Action
• Find ways to extract value from
information
• Develop new coverage models
• Get faster and/or get out of the
way
• Develop new models for two-way
collaboration
• The volume of information
flowing will grow
• The media is exploding
• Communication
efficiency will increase
• Collaboration and
interaction will increase
• Redefine value proposition from
gateway to gatekeeper
• Levels of centralized
control will decrease
Editor's Notes
What do we hear when we listen to a sound??
We track these references and ideas onto the ‘screen of our mind’. We then generalize about those representations, classify them, categorize them, etc. This structures our minds, sends commands to our nervous system, and creates our felt sense of reality.
(1) Identify Influencers and Quality PR firms need to identify, target and cover the top sources of influence (and diviners of quality/truth) online. This means for any client, issue, or constituency must be able to identify, track and influence the key contributors to defining quality. Key new barometers of quality and influence include: Open source reviews and ratings (Gomez, BizRate.com, consumer reviews) Meta content analysis and content aggregators (reviews of reviews, analysis of analysis) Relevant user groups (over 100,000) Complaint and feedback sites (e.g., Yournamesucks.com) Trusted intermediaries and communities (e.g. Motley Fool, iVillage, etc.) Online newsletters, gurus and evangelists Employees (2) Find Ways to Extract Value From Information Shift from providing the information, to learning from it. PR leaders will use tools like data mining and marketing automation to analyze information flows to anticipate issues and trends and provide value added services to their clients, such as: accurate forecasts identifying bellwether trends ahead of the curve superior market research on issues built on direct feedback and collaboration early warning on disasters and critical issues better segmentation and prioritization of constituents, influencers and media to direct communication strategies and coverage models (3) Develop New Coverage Models PR leaders need new planning tools to create better coverage strategies and combine multiple communication channels (and technologies) to cover the entire network and expanding media. New planning tools such as network influencer mapping and constituency segmentation models can help inform content architecture, communications strategies, and allocate scarce resources in the most effective manner. PR must find ways to migrate much of the interaction to self service or low cost telephone-and web channels. This can be facilitated by many new tools (borrowed from direct marketing and hybrid selling leaders) can help leverage humans Permission marketing programs and email campaigns Event triggered marketing programs Self service web sites and utilities Tele-web customer service channels to cover media and inquires Content and communication architecture and navigation (4) Redefine Value Proposition from Gatekeeper to Gateway Must adopt new investments that are more effective that traditional tools and are better aligned with online media and constituent behavior. These include Search engine optimization Seeded content, content syndication Affiliate networks of thousands of influencer sites Viral marketing approaches (e.g. Whack a Flack) Coverage, seeding and participation in chat groups and user groups Hosted forums, knowledgebases and FAQ ’ s on wed sites targeted at media/constituent needs (5) Get faster and/or Get Out of the Way The news cycle will shrink to zero (immediate). Moving faster (reducing cycle time, eliminating manual processes) is important in the short term, but PR leaders will look beyond repaving cowpaths with automation that speeds existing (linear) processes and focus on redefining processes and adopting new technologies with the focus on speeding or generating immediate feedback. (6) Develop New Models for Two-Way Collaboration New info economy requires two way communications with media and constituency via means such as polling, inquiry and forums. “ Pull strategies ” that generate inbound inquires (e.g. self service web sites with tele-web integration to a call center rep )will prove more Personalized web sites, content and newsletters targeted to help media do their jobs better Hosted discussion forums for media and constituents Feedback and incorporation into message development.
