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Chapter 5

Perception and Individual Decision Making

MRS. Shefa EL Sagga.

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Learning Objectives

Define perception and explain the factors that influence it.

Explain attribution theory and list the three determinants of attribution.

Identify the shortcuts of individuals use in making judgments about others.

Explain the link between perception and decision making.

Apply the rationale model of decision making and contrast it with bounded rationality and intuition.

List and explain the common decision biases and errors.

Explain how individuals differences and organizational constraints affect decision making.

Contrast the three ethical decision criteria.

•Define creativity and discuss the three component model of creativity.17/3/201117/3/2011 OBOB

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What is Perception?

Perception

A process by which individuals organize and interpret their sensory impressions in order to give meaning to their environment

Factors Influence Perception

Perception

Factors in the targetNovelty – Motion – Sounds –

Size – Background – Proximity - Similarity

Factors in the situationTime – Work setting – Social

setting

Factors in the perceiverAttitudes – Motives –

Interests – Experience - Expectations

People’s behavior is based on their perception of what reality is, not on reality itselfThe world as it is perceived is the world that is behaviorally important

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Person Perception: Making Judgments About Others

Attribution Theory

An attempt to determine whether an individual’s behavior is internally or externally caused

The Attribution Process

Observation of Behavior

Distinctiveness(High or Low)

Consensus(High or Low)

Consistency(High or Low)

Internal or External causes

Observation Interpretation Attribution of Cause

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Person Perception: Making Judgments About Others

Errors and Biases in Attributions

Fundamental Attribution Error

The tendency to underestimate the influence of external factors and overestimate the influence of internal factors when making judgments about the behavior of others.

We blame people first, not the situation.

Self-Serving Bias

The tendency for individuals to attribute their own successes to internal factors while putting the blame for failures on external factors.

It is “our” success but “their” failure.

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Person Perception: Making Judgments About Others

Frequently Used Shortcuts in Judging Others

Selective Perception

People selectively interpret what they see on the basis of their interests, background, experience, and attitudes

Halo Effect Drawing a general impression about an individual on the basis of a single characteristic

Contrast EffectsEvaluation of a person’s characteristics that are affected by comparisons with other people recently encountered who rank higher or lower on the same characteristics

StereotypingJudging someone on the basis of one’s perception of the group to which that person belongs – a prevalent and often useful, if not always accurate, generalization

ProfilingA form of stereotyping in which members of a group are singled out for intense scrutiny based on a single, often racial, trait17/3/201117/3/2011 OBOB

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Person Perception: Making Judgments About Others

Specific Applications of Shortcuts in Organizations

Employment Interviews

Perceptual biases of raters affect the accuracy of interviewers’ judgments of applicants.

Formed in a single glance – 1/10 of a second!

Performance Expectations

Self-fulfilling prophecy (Pygmalion effect): The lower or higher performance of employees reflects preconceived leader expectations about employee capabilities.

Performance Evaluations

Appraisals are often the subjective (judgmental) perceptions of appraisers of another employee’s job performance.

Critical impact on employees.

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The Link Between Perception and Individual Decision Making

Problem A perceived discrepancy between the current state of affairs and a desired state.

Decision Choices made from among alternatives developed from data.

Perception Linkage

All elements of problem identification and the decision making process are influenced by perception.

Problems must be recognized - Data must be selected and evaluated.

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Decision Making in Organizations

Rational Decision-Making

The “perfect world” model: assumes complete information, all options known, and maximum payoff.

Bounded Reality The “real world” model: seeks satisfactory and sufficient solutions from limited data and alternatives.

Intuition A non-conscious process created from distilled experience that results in quick decisions.

Relies on holistic associations - Affectively charged “engaging the emotions”.

Six-step decision-making process.

Decision Making Approaches

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Decision Making in Organizations

Overconfidence Bias

Believing too much in our own ability to make good decisions – especially when outside of own expertise.

Anchoring Bias Using early, first received information as the basis for making subsequent judgments.

Confirmation Bias

Selecting and using only facts that support our decision.

Common Biases and Errors in Decision Making

Availability Bias Emphasizing information that is most readily at hand (Recent – Vivid).

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Decision Making in Organizations

Escalation of Commitment

Increasing commitment to a decision in spite of evidence that it is wrong – especially if responsible for the decision!.

Randomness Error

Creating meaning out of random events – superstitions.

Winner’s Curse Highest bidder pays too much due to value overestimation.Likelihood increases with the number of people in auction.

Common Biases and Errors in Decision Making

Hindsight Bias After an outcome is already known, believing it could have been accurately predicted beforehand.

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Decision Making in Organizations

Personality Conscientiousness may effect escalation of commitment.

Achievement strivers are likely to increase commitment.

Dutiful people are less likely to have this bias.

Individual Differences

Gender Women analyze decisions more than men – rumination.

High self-esteem people are susceptible to self-serving bias.

Women are twice as likely to develop depression.17/3/201117/3/2011 OBOB

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Decision Making in Organizations

Performance Evaluation

Organizational Constraints

Reward Systems

Formal Regulations

System Imposed Time Constraints

Historical Precedents17/3/201117/3/2011 OBOB

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What About Ethics in Decision Making?

Three Ethical Decision Criteria

Utilitarianism Decisions made based solely on the outcome

Rights Decisions consistent with fundamental liberties and privileges

Justice Imposing and enforcing rules fairly and impartially

Promotes efficiency and productivity

Can ignore individual rights, especially minorities

Protects individuals from harm, preserves rights

Creates an overly legalistic work environment

Protects the interests of weaker members

Encourages a sense of entitlement

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What About Ethics in Decision Making?

Ethical Decision-Making Criteria Assessed

Utilitarianism Pro: Promotes efficiency and productivity

Rights Pro: Protects individuals from harm, preserves rights

Justice Pro: Protects the interests of weaker members

Con: Can ignore individual rights, especially minorities

Con: Creates an overly legalistic work environment

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What About Ethics in Decision Making?

Improving Creativity in Decision Making

Creativity

The ability to produce novel and useful ideas

Creativity Potential

Those who score high in openness to experience, intelligent, independent, self-confident, risk-taking, have an internal locus-of-control, tolerant of ambiguity, low need for structure, and who persevere in the

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What About Ethics in Decision Making?

Improving Creativity in Decision Making

Expertise This is the foundation.

Creative-Thinking Skills

The personality characteristics associated with creativity.

Intrinsic Task Motivation

The desire to do the job because of its characteristics.

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Global Implications

Attributions There are cultural differences

Decision-Making No research on the topic

Ethics No global ethical standards exist

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Summary and Managerial Implications

Perception People act based on how they view their world.What exists is not as important as what is believed.Managers must also manage perception.

Decision-Making Most use bounded rationality: they satisfied.Combine traditional methods with intuition and creativity for better decisions.

Analyze the situation and adjust to culture and organizational reward criteria.Be aware of, and minimize, biases.

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