Shortly after, he saw another site listing the exact same pair of sneakers for $37. He did research on the web and found that the kind of sneakers he wanted to buy costs $50. Leverage anchoring to influence user perception of your offer.īobby wanted to buy a pair of sneakers he really liked. These are norms across industries, and if you try to switch things up and use a different approach (such as by asking for the password first before asking for the name and email), you will be interrupting the flow and violating the perceptual set principle - and your conversions would suffer. Also, most users expect the name field to come first before the email field and the password field in a signup form. This includes your CTA, organization of form fields, and other elements of your website.įor example, most users expect CTAs to stand out and be easy to locate due to their general web experience. When users visit your website, they have certain expectations when it comes to certain elements of the site. Don't stray from user expectations on your website. With a clear understanding of the perceptual set theory, you can more intently position your marketing messages and offers in a way that people see exactly what you want them to see regardless of their background, positioning you for maximum ROI from your marketing efforts. In essence, this means you could show people the same statement or image and they’ll see it in a different way. That, in essence is perceptual set in action: Whether it's looking at ducks or rabbits, the letter B or figure 13, or an image of the famous Loch Ness monster (which is arguably a tree trunk), psychologists have observed that people are likely to see different things while looking at the same object - and that what they see is influenced by several factors, including their culture, gender, background, and even information previously available to them. You’re most likely going to see the figure if figures precede and you’re most likely to see the letter if letters precede. Take a look at the image below:Īs you can see from the above examples, what precedes the controversial “B or 13” influences what you see. Which goes to show that what we see is about more than just what is actually there - but more about what is happening to - or around - us.Īn even more interesting and related example is the 13 or B illusion. The duck or rabbit optical illusion is one of the oldest and most controversial optical illusions.įirst used by American psychologist Joseph Jastrow in 1899 to prove that perception involves not just visual activity but also mental activity, the duck or rabbit drawing is one of the earliest, most popular examples of the perceptual set theory.īesides the fact that different people tend to see the image differently, what makes the duck or rabbit illusion more interesting is that people tend to see different things at different times of the year: for example, during the Easter period (thanks to the "bunny" association) people are more likely to see a rabbit thank a duck while they are more likely to see a duck in October. You've probably encountered this image before.
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