It is said that Social Media has become extremely familiar with every single person nowadays. We get updated information from Social Media, learn something new from Social Media, show our positive and negative emotions on Social Media, expand our network on Social Media, etc,… In the beginning, it came with so many advantages because it seemed to open a new horizon for us. However, as time goes by, there appear many disadvantages and consequences e.g. Chaotic Information, Hoaxes, and Wrongly Perceived Input. From that, hundreds of tragedies come up with provoking thoughts. The main question of mine is What influences our perceived input?
Context 1: How does “Perceived” drive your buying decision?
In this context, you can see your role as a consumer. When a consumer decides to purchase a thing, he or she will go through Seven Common Stages such as:
During the process, a consumer needs quite a lot of information to support his or her purchasing decision. If you look into it, you will learn that his or her sacrifice to get the product that he or she needs or wants will consume much time and effort as well. This buying process will be remarkably influenced by “Perceived Value“.
Perceived Value is the value of a product that a typical consumer perceives before deciding to buy it. It is a complex combination of Perceived Quality, Intrinsic Attributes, Extrinsic Attributes, High-Level Abstractions, and Perceived Sacrifice. This mixture tells us that there do not exist 100% rational or logical decisions on earth. Everything is just relatively rational and logical no more or less.
Look at the figure of A Means-End Model Relating Price, Quality, and Value below:
(Valarie. A.Z, 1988. Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence. Journal of Marketing. Vol.52.2-22)
Based on the model, you can learn that the value you actually perceive is contributed by Extrinsic Attributes (e.g. Level of Advertising, Brand Name), Intrinsic Attributes (e.g. Technical Specifications used to make a product), High-Level Abstractions (e.g. Emotional Payoff), Perceived Sacrifice (e.g. Time, Money, and Effort to acquire a product), and Perceived Quality. (e.g. Intrinsic & Extrinsic Attributes, and Perceived Monetary Price which varies from consumer to consumer due to the availability of other cues to quality, price variation, and product quality variation within a category of products, and the ability of consumers to detect and recognize the quality variation in a class of products.)
As for the first two elements, if you are a consumer, you need to know when you rely more on intrinsic attributes or extrinsic attributes. According to the author, she mentioned:
- When intrinsic attributes have a higher predictive value than extrinsic, At the point products are consumed, and When intrinsic attributes are search attributes in pre-purchase situations; consumers will depend on intrinsic attributes rather than extrinsic ones.
- On the contrary, when intrinsic cues are not available in the initial purchase situations when evaluation of intrinsic attributes requires more effort and time when quality is difficult to detect; consumers will depend on extrinsic attributes rather than intrinsic ones.
As far as the other elements are concerned, it is not easy to well and radically manage the ways they are perceived by different consumers. In general, deciding to buy a product is so complicated and is not 100% rational or logical as you thought. Everything is based on what you perceive about the product. Perceived is something more powerful than the nature of a product!
Context 2: How does “Perceived” drive your life?
2024 has already come and is completing the great change of life in all aspects. It seems that the ways you are making things, promoting things, and selling things gradually and then rapidly changed. During this period of the economic crisis, the world actually took off his old clothes and put on a new one. Along with it, forces to change for each individual on earth are definitely inevitable. This cycle of Introduction, Growth, Maturity, and Decline happens over and over again. After each certain cycle, new things appear, and life is upgraded.
Recently, I have heard a bunch of stories from my acquaintances. They shared pieces of information about their industries and society with me; they showed me their great concerns about the uncertainties of life and work. I could recognize their burdens and a thousand calculations in their head. And I started wondering what was happening in this life. What makes people like that? What probably drives them distressed?
And then what I learned is all around the word – PERCEIVED!
With the denotative definition of the word, you can learn that “Perceived” might reflect your mindset, experiences, and worldview. In other words, it is said that your deep or comprehensive understanding and awareness of something will help you perceive things better.
If you think of your decision as a kind of production, I reckon that you might know the abbreviation of I.P.O which stands for Input, Process, and Output. To effectively process what you have got and make your wanted output, the importance of your INPUT is highly appreciated.
How can you better your “PERCEIVED” Input?
There exist 2 concepts to bear in mind:
- Quantitative and Qualitative: Most of the time, people just prefer qualitative study rather than quantitative study. Therefore, when dealing with problems, they cannot measure the importance and impact of the issues and then they cannot figure out how impactful they are to their lives and work. As a result, they fool around their problems without any clear and radical solutions. In conclusion, to perceive things effectively is to be able to measure what you try to perceive.
- Anchoring Effect along with In-Group Influence: Every daily decision of yours might be influenced by your social network e.g. your family, friends, colleagues, managers, or even neighbors who are counted as your In-group members. However, you should bear in mind that they might have their own biases against what you are encountering. If you solely depend on their advice or suggestions, your perception might be wrong. Also, the Anchoring Effect can be a great enemy of an effective solution or decision. It is a kind of art of negotiation that many salespeople are using in the world to limit and narrow down your perception so that they can play with your own decision.
Now, forget all the academic things I have mentioned in the previous part. I would like to haul what you are doing for a while and observe your surroundings.
You might be at a coffee shop, at your workplace, at home, or somewhere on the earth. Watch and think about the behaviors of people around you. They might show you their happiness, anxiety, fear, anger, or hope for the same thing. For example: you might find many controversial comments on social media about something like buying luxurious items, some characters in a game show, a scene in a movie, or just a bill at a fine-dinner restaurant. Through a series of serious and fierce debates, have you ever questioned why those people share so different thoughts that you will get confused every time you encounter them?
The answer to this phenomenon is all about how each individual perceives the issues. What makes their perception closer to accuracy?
There are 3 steps to strictly follow:
Step 1: Choose the most proper method to define and measure criteria related to your decision-making
Step 2: Gather necessary and sufficient data to prevent Anchoring Effect
Step 3: Well manage the contribution from related people to avoid In-Group Influence
So, when you are deciding to buy a specific item or to make a certain decision; your perceived input will play a very important role. It can divert your attention to Pain or Pleasure. If the pain or the pleasure is too much or over-controlled, your choice might be a disaster. Not only helping your perceived input be impactful enough to make decisions but also keeping it enough and objective for you is the hardest job ever!
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