Perception 2007

8/14/2019 Perception 2007

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Perception

Process of receiving, selecting,organizing, interpreting, checkingand reacting to sensory stimuli or

data



Definition A process by which individuals

organize and interpret their

sensory impressions in order togive meaning to their environment



Perceptual process

RECEIVING

CHECKINGREACTING INTERPRETING

ORGANISINGSELECTING

SITUATION

PERCEIVER



Factors influencing

perception

Factors in the situation Time

Work settingSocial setting

Factors in the individualAttitudesMotivesInterests

ExperienceExpectation

Factors in the targetNoveltyMotionSounds

Size & Background

ProximitySimilarity

PERCEPTION



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



Determinates Distinctiveness– individual plays different

behavior in different situation

Consensus—similar situation responds in thesame way

Consistency—person respond the same wayover time



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



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



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



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



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



Specific applications in

organization Employment interview

Performance expectation

Ethnic profiling

Performance evaluation

Employee effort



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



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



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.



Application in organization

Selection-the interviewer’s judgment about the suitability of a

candidate depends on how hisbehavior is perceived by them



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



Contd..

Halo-effect- to generalize oneoutstanding feature of a candidate

as representative of success in anyendeavor

Chemistry- rapport between twopeople can contaminate theinterview



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



Contd..

Assessment of an individual’seffort to subjective judgment

susceptible to perceptual distortionand bias; employee loyalty andcommitment



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



Perception and individualdecision making

Rational decision making

Creativity in decision making



Rational decision making

Define the problem– problemclarity

Identify the decision criteria—known options

Allocate weights to the criteria—

clear preferences Develop the alternatives



Evaluate the alternatives- time orcost constraints

Select the best alternatives–maximum payoff



Creativity in decisionmaking

Task motivation

Creativity skillsexpertise



Decisions in organization

Bounded rationality – Individualsmake decision by constructing

simplified models that extract theessential features from problemswithout capturing all their

complexity.



Common biases

Overconfidence bias

Anchoring bias

Confirmation bias

Availability bias

Representative bias Escalation of commitment bias



Ethics in decision making

Utilitarianism

Individual rights

Justice

Ethics and national culture

Perception 2007

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