Perception 2007
Transcript of Perception 2007
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Perception
Process of receiving, selecting,organizing, interpreting, checkingand reacting to sensory stimuli or
data
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Definition A process by which individuals
organize and interpret their
sensory impressions in order togive meaning to their environment
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Perceptual process
RECEIVING
CHECKINGREACTING INTERPRETING
ORGANISINGSELECTING
SITUATION
PERCEIVER
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Factors influencing
perception
Factors in the situation Time
Work settingSocial setting
Factors in the individualAttitudesMotivesInterests
ExperienceExpectation
Factors in the targetNoveltyMotionSounds
Size & Background
ProximitySimilarity
PERCEPTION
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Attribution theory When individuals observe behavior,
they attempt to determine whether
it is internally or externally caused Internally- believed to be under the
personal control of the individual
Externally-forced into the behaviorby the situation
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Determinates Distinctiveness– individual plays different
behavior in different situation
Consensus—similar situation responds in thesame way
Consistency—person respond the same wayover time
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Error and biasness in
attribution theory Attribution error- tendency to underestimate
the influence of external factors andoverestimate the influence of internal factorsat the time of making judgment
Self-serving bias- attribute their own success
to internal factors and putting the blame forfailures on external factors
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Shortcuts in judgment Selective perception— perceive on
the basis of their interest,
background, experience, andattitudes
Halo effect— drawing a generalimpression about an individual onthe basis of single characteristics
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Contd.. Contrast effects- evaluation of a
person characteristics that are
affected by comparisons with otherpeople recently encountered whorank higher or lower on the samecharacteristics
Projection—attributing one’s owncharacteristics to other people
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Contd.. Stereotyping-judging someone on
the basis of one’s perception of the
group to which that person belongs
Perceptual defense- an individual
is likely to put a defense whenconfronted with conflicting,unacceptable or threating stimuli
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Implicit personality theory– perceptionsare influenced by his belief that human
traits are associated with one another Process of checking— to check whether
his interpretations are right or wrong
Process of reacting -perceived asnegative or positive for action
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Specific applications in
organization Employment interview
Performance expectation
Ethnic profiling
Performance evaluation
Employee effort
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SFP cycle Begins with a perception or
stereotype of another person
With the perception behavestoward the other person as thoughthe perception is true
Expectation is reinforced by theresults of the situation that otherperson has been placed in
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Elements of SFP Socialization-our life education process
Perceptions-trying to make sense out of a situation
Stereotypes-rigid over-generalizations
Prejudice-the judgment you make and beliefs youhold about people and situations based on yoursocialization
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Social identity theory A conceptual framework based on
the idea that how we perceive the
world depends on how we defineourselves in terms of ourmembership in various social
groups.
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Application in organization
Selection-the interviewer’s judgment about the suitability of a
candidate depends on how hisbehavior is perceived by them
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Factors in selectionprocess
Feelings-attachment of attributes tocandidate that don’t actually exist
Negative bent- overlook his/her strengths Stereotyping- focus on job rather than
personal traits Mind-set- background, attitudes, motives,
values aspirations & biases
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Contd..
Halo-effect- to generalize oneoutstanding feature of a candidate
as representative of success in anyendeavor
Chemistry- rapport between twopeople can contaminate theinterview
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Performance appraisal
Assessment of an employee’s performancedepends on the perception of the person whoevaluates
Employee evaluation is a mix of bothsubjective and objective criteria
Subjective measure are judgmental and are
more open to managers discretion
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Contd..
Assessment of an individual’seffort to subjective judgment
susceptible to perceptual distortionand bias; employee loyalty andcommitment
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Marketing &advertisement
Marketing is all about peopleperceptions
Perceptions of the customer aboutthe product, service and thecompany determine the approach
to advertisement, promotion mixand packaging of the product &services
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Perception and individualdecision making
Rational decision making
Creativity in decision making
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Rational decision making
Define the problem– problemclarity
Identify the decision criteria—known options
Allocate weights to the criteria—
clear preferences Develop the alternatives
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Evaluate the alternatives- time orcost constraints
Select the best alternatives–maximum payoff
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Creativity in decisionmaking
Task motivation
Creativity skillsexpertise
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Decisions in organization
Bounded rationality – Individualsmake decision by constructing
simplified models that extract theessential features from problemswithout capturing all their
complexity.
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Common biases
Overconfidence bias
Anchoring bias
Confirmation bias
Availability bias
Representative bias Escalation of commitment bias