MBA 5330 Fall 2015 Perception

Chapter #

2 - 1Copyright © 2013 Pearson Canada Inc.

Chapter #

2 - 1Copyright © 2013 Pearson Canada Inc.

2

Copyright © 2013 Pearson Canada Inc. 2 - 2

Perception and Attribution

• What is Perception?– The process by which individuals organize and

interpret their impressions to give meaning to their environment.

• What is Attribution?– Explaining the reason we judge people

differently• Why is it important?

– Interview assessments rely on perceptions and attributions, yet they are froth with error


How would you judge these people?

• Roshani is absent a lot, her co-workers are seldom absent, and she was absent a lot in her previous job.

• Mika is absent a lot, her co-workers are also absent a lot, but she was almost never absent in her previous job.

• Sam is seldom absent, her co-workers are seldom absent, and she was seldom absent in her previous job.


How Attributions Get Distorted

• Fundamental Attribution Error– The tendency to underestimate external factors

and overestimate internal factors when making judgments about others’ behaviour.

• Self-Serving Bias– The tendency to attribute one’s successes to

internal factors while putting the blame for failures on external factors.


Exhibit 2-3 Percentage of Individuals Rating Themselves Above Average on Each Attribute


Perceptual ErrorsSelective Perception/AttentionPeople selectively interpret what they see based on their interests, background, experience, and attitudes.

Aoccdrnig to a rscheearch at Cmabrigde Uinervtisy, it deosn't mttaer in waht oredr the ltteers in a wrod are, the olny iprmoetnt tihng is taht the frist and lsat ltteer be at the rghit pclae.The rset can be a toatl mses and you can sitll raed it wouthit porbelm.Tihs is bcuseae the huamn mnid deos not raed ervey lteter by istlef, but the wrod as a wlohe.

http://www.youtube.com/watch?v=vJG698U2Mvo


Perceptual ErrorsHalo EffectDrawing a general impression about an individual based on a single characteristic, such as intelligence, likeability, or appearance.

http://www.youtube.com/watch?v=UEho_4ejkNw


Perceptual ErrorsContrast EffectsA person’s evaluation is affected by comparisons with other individuals recently encountered.

The Ebbinghaus illusion


Perceptual Errors

Primacy EffectThe tendency to rely on first impressions.

Recency EffectThe tendency to rely on last impressions.

Perceptual DefenseThe tendency to overlook cues when they threaten us.


Perceptual ErrorsProjectionAttributing one’s own characteristics to other people.

This is the story of Sue Evergreen, a young female student yearning to become a famous chemist, and Professor Stern, an accomplished academic in the field of biochemistry. Professor Stern's research involve s finding a protein that will help dissolve stains in laundry detergents. She is very anxious to isolate this protein, as she hopes to be able to patent the protein and ultimately sell it to a major consumer product organization, such as Proctor and Gamble. Sue is helping Professor Stern with her experiments under Professor Stern's watchful eye. She is about to test the effect the protein will have on an inky solution. She hopes that it will turn it clear. They both hold their breath. Eureka! It is a success. Soon they can leave the lab and enjoy their lives as billionaires! However, poor Sue doesn't realize that Professor Stern isn't going to share credit with her. Sue will be stuck in the lab while Professor Stern sips fruity beverages on a sunny beach.

http://www.utpsyc.org/TATintro/


Perceptual ErrorsStereotypingJudging someone on the basis of your perception of the group to which that person belongs.

PrejudiceAn unfounded dislike of a person or group based on their belonging to a particular stereotyped group.


Do Male/Female Stereotypes Still Exist?

• The family picture is on her desk• Her desk is always cluttered• She’s talking with co-workers• She’s not in the office• She’s having lunch with her boss• The boss criticized her• She’s having a baby• She’s going on a business trip• She’s leaving for a better job

MBA 5330 Fall 2015 Perception

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