Perception L7

8/11/2019 Perception L7

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Perception


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What is Perception?

A process by which individuals organize

and interpret their sensory impressions in

order to give meaning to their

environment.

Peoples behavior is based on their

perception of what reality is, not on reality

itself.

It can be described as persons view of

reality


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Perceptual Inputs

or Stimuli

Perceptual Mechanisms

Selection Interpretation

organization

Perceptual

Outputs

Attitude

Opinion

FeelingsBeliefs

Behavi-

our

Characteristics

Of the situation

Characteristics

Of the Perceiver


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The perceptual process


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Impact of the different stimuli

Vision - e.g. marketers rely heavily on visual elements

in advertising, store design and packaging. Colours are

rich in symbolic value and cultural meanings and can be

critical spurs to sales.

Smell - odours can stir the emotions or have a calming

effect, they can invoke memories or relieve stress.

Sound - can affect peoples feelings and behaviours.

Touch - tangible cues can have symbolic meaning.

Taste - can contribute to our experiences of many

products.


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Perceptual Mechanism

1) Selection 2) Organization 3)Interpretation

Perceptual Selectivity: Perceptual selectivity occurswhen people attend to only a small portion of thestimuli that they are exposed to.

Internal FactorsNeeds and Desires, Personality,

Experiences, Learning

External Factors: Size, Intensity, Frequency, Contrast,Movement, Novelty and Familiarity


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TURN OF THE

THE ENGINE


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Perceptual Organizing

Organizing the information that is incoming

into meaningful whole is called

organization- also know as gestalt

process meaning to organize.

Figure and Ground

Perceptual Grouping

Similarity, Proximity, Closure, continuity ,

simplification

Perceptual Constancy


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Perceptual Interpretation

Assigning a meaning to it . They are

effected by a number of things.

Selective Perception Halo Effect

Contrast Effects

Perceptual Defense Stereotyping


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Selective Perception

People selectively interpret what

they see on the basis of theirinterests, background,

experience, and attitudes

Halo Effect

-Drawing a general impression

about an individual on the basis

of a single characteristic

Rusty halo or Horn EffectIndividual is down rated based

on the negative evaluation.


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Perceptual defence : Perceptual defense

is used by the perceiver to deal with

conflicting message and data. If the data aperson receives threaten beliefs already

held, the recipient uses perceptual

defense to deal with this phenomenon.


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Attribution Theory

Our perception and judgment of others issignificantly influenced by our assumptionsof the other persons internal state.

When individuals observe behavior, theyattempt to determine whether it is internally orexternally caused. Internal causes are under that persons control

External causes are notperson forced to act inthat way


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Causation judged through:

Distinctiveness Shows different behaviors in different situations.

Consensus Response is the same as others to same situation.

Consistency Responds in the same way over time.


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Elements of Attribution Theory


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Attribution Errors

Research evidence suggests that when we made

judgments about the behavior of other people, we tend

to underestimate the influence of external factors and

overestimate the influence of internal or personal factors.

This is called the fundamental attribution error -the

tendency to attribute the behavior of other people more

to internal than to external factors.

Self-serving bias -individuals tend to attribute success

to their internal factor and failure to external factor


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Perception in OB

At the time of Interview

Hiring new employees

Performance appraisal Theory X and Theory Y

Performance expectation


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Self-fulfilling prophecy: The lower orhigher performance of employees reflects

preconceived leader expectations aboutemployee capabilities

The tendency for someones expectations

about another to cause that individual tobehave in a manner consistent with those

expectations

Pygmalion effectwhen positive

Golem Effectwhen negative


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A Classic Case of Perception

In Center Harbor, Maine, local legend recalls the day

when Walter Cronkite steered his boat into port. The avid

sailor was amused to see in the distance a small crowd

on shore waving their arms to greet him. He could barely

make out their excited shouts: Hello Walter, Hello

Walter!


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Documents

Perception L7