Located: research topics > communication

Perception and information screening in the analysis of the user experience

Author: Wells, Burnett, Morriarty (2000)

Abstract: The section of the book 'Advertising Principles and Practice' researched deals with consumer perception and information screening. This assists with analysis of defining user experiences.

The concept of a reference group - a collection of people used as a guide for behaviour in specific situations. This may have applications for web site navigation testing - and is suggested as the most sound approach to testing by Tognazzini.

We are bombarded by stimuli, but only actually see or hear a small fraction. Perception is the filter, and is shaped by the physical characteristics of the stimuli, the relationship of the stimuli to surroundings and the person's state of mind. Ultimately we accept some stimuli and ignore others because we cannot be conscious of all incoming information at one time (p102). In the context of web-page design, response to stimuli is important in that the flow of information must be designed to meet the user's goals and expectations. Not only that, but it is likely that in such a competitive visual environment as a web page, users will selectively screen out parts of the information - making voluntary or involuntary decisions that it is not necessary.

Selective perception is the process where we screen out information that does not interest us, and keep that which does. (p103) We selectively expose ourselves to information that reaffirms our views. We selectively distort the information when it does not meet our beliefs. Selective retention is the process of saving information for future use - or learning.

Cognitive dissonance is where there is discrepancy between what we have received and what we thought we would receive. Typically people work to reduce cognitive dissonance by seeking out information that supports their expectations.

Perception leads to learning; that is we cannot learn something unless we have accurately perceived the information and attached some meaning to it. (p104)
The next step from perception is awareness, comprising of attention (competing with other messages), relevance (speaking to our personal concerns and interest) and interest (typically created by personal involvement or curiosity). (p153)