16.01.

2010/ Reshmi Pillai/ OB

PERCEPTION
 Perception Is The
Process By Which People
Select, Organize, Interpret
and Respond to
Information From The
World Around Them.
It may be described As a
Persons View Of Reality.

WHAT IS PERCEPTION ?
 What do you see?

Now what do you see?

16.01.2010/ Reshmi Pillai/ OB

 WE DONT SEE THINGS AS THEY

ARE,

WE SEE THINGS AS WE ARE.

16.01.2010/ Reshmi Pillai/ OB

FEATURES OF PERCEPTION
Sensory Experience: Perception is our sensory experience of
the world around us and involves both the recognition of
environment stimuli and actions in response to these stimuli.

Subjective: Perception is a subjective process because

different people may look at the same event from different
angles and interpret the same in multifarious ways.

Filter: Perception serves like a filter through which

information passes before it has an effect on
people.
 Unique Interpretation: Perception is a
unique interpretation of the situation, not
an exact recording of it.
Seeing Things Differently: is an inevitable
outcome of perception. Because of
individual differences, perception vary
among people and differ from objective
reality.
Basis of Human Behavior: There can be no
behavior without perception and perception
lies at the base of every individual
behavior.
Observation Selection Organization
(ext/int. factors)

Interpretation

PERCEPTUAL PROCESS
THE PERCEPTUAL PROCESS
1. Sensation 3.
An individuals ability to
detect stimuli in the
immediate environment.
2. Selection
The process a person 4.
uses to eliminate some of
the stimuli that have
been sensed and to
retain others for further
processing.
Organization
The process of placing
selected perceptual
stimuli into a framework
for storage.
Translation
The stage of the
perceptual process at
which stimuli are
interpreted and given
meaning.

Selecting Stimuli
PERCEPTUAL PROCESS External factors : Nature,
Location, Size, contrast,
Receiving Stimuli Movement, repetition, similarity
(External & Internal) Internal factors : Learning,
needs, age, Interest,

Organizing
Interpreting
Figure Background ,
Attribution ,Stereotyping,
Perceptual Grouping
Halo Effect, Projection
( similarity, proximity,
closure, continuity)

Response
Covert: Attitudes ,
Motivation,
Feeling
Overt: Behavior
 I. PERCEPTUAL SELECTION

It is a Tendency to Filter out information

that is discomforting, that seems irrelevant,
or that contradicts ones Values and Beliefs.
ATTENTION FACTORS IN SELECTION
1. EXTERNAL FACTORS
2. INTERNAL FACTORS

EXTERNAL FACTORS
1. SIZE
2. INTENSITY
3. CONTRAST
4. REPETITION
5. MOTION
6. NOVELTY AND
FAMIIARITY
 SIZE
Larger the Object Higher is the Probability of Getting
Noticed.

Ex: Full Page Advertisement in a Newspaper, A Very Tall

Person In Crowd etc.

INTENSITY
The More Intense The External
Stimuli The More Likely It Is To Be
Perceived.
Ex: A Loud Noise, Bright
Light, Celebrity Endorsements etc
 CONTRAST
The External Stimuli Which Stands Out Against
The Background Will Receive More Attention
 REPETITION
A Repeated Stimuli Is More Attention Drawing
Than a Single One
Ex: Same Advertisement or Different
Advertisement But For The Same Product Shown
Again & Again.

MOTION
An Animated Sign Attracts More Attention
Than a Billboard
 NOVELTY AND FAMILIARITY

A New And Unique Stimulus Will Often

Be Perceived More Readily Than Those
Observed On A Regular Basis.

Ex: An Elephant Walking Along A City Street Is

Noticed Instantly.
 INTERNAL FACTORS

1. PERSONALITY
2. EXPERIENCE
3. VALUES AND BELIEFS
4. EXPECTATIONS
5. LEARNING
 PERSONALITY

Personality Also Affects What Is To Be

Perceived
Ex: A Person With Positive Self Concept Is
Likely
To Notice Positive Attributes In Another Person.

The person who believes they can do something

is probably right....
And who believes they cant do they can't.
 EXPERIENCE
Successful Experience Enhance And Boost The
Perceptive Abilities And Lead To Accuracy In
Perception Of a Person Where Failure Comes
In The Way Of Self Confidence.

It Creates An Expectancy Which Makes Him See

What He Wants To See
 VALUES AND BELEIFS
Information is Remembered which is consistent
with our Values and Attitudes and rest is ignored
which is inconsistent with them.

Ex: In spite of all their mistakes, our employees

are doing the best they can.
EXPECTATIONS
Expectations can influence perceptions in
what we will see what we expect to see.

Ex: If we imagine that our boss is unhappy

with our performance, we feel threatened
by termination notice.
 Learning refers to any
relatively permanent
change in behavior
that occurs as a result
Turn Off The
of experience. The Engine

Learning plays a big

role in developing
ones perception.

LEARNING
II.PERCEPTUAL ORGANISING
Perceptual Organization Is The Process By
Which People Categorize According To Their
Frame Of Reference, based On Their Past
Learning And Experiences.

Following Principles Are Kept in Mind While

Organising the Information into a Meaningful
One. These are:

Figure Ground
Perceptual Grouping
 Field-Ground Differentiation

The tendency to distinguish

and focus on a stimulus that
is classified as figure as
opposed to background.
 PERCEPTUAL GROUPING

It is the Tendency to group several individual

stimuli into a meaningful and recognizable
pattern.

Some factors Underlying Grouping are

-Continuity
-Closure
-Proximity
-Similarity
 CLOSURE
Perceiving a whole where it does not
exist

Fill in the missing stimuli

 SIMPLIFICATION

Making Information More Easy To Remember,

Meaningful And Subtracting Less Important
Information And Concentrating On
Important One.
 CONTINUITY
A person tends to Perceive the
Extension of a Stimulus
Thinking Along Existing lines
 PROXIMITY

A group of stimuli that are physically

close to each other are perceived as a
set of parts belonging together
 SIMILARITY

The greater the similarity of the stimuli,

the more they are likely to be perceived
as a common group
Perceptual Constancy
The perception of elements like size,
shape, color, brightness and location of an
object remains constant & does not change
from people to people.

For instance, even though the picture of an

apple is printed in black and white, we still
perceive the color of the fruit as red.
Perceptual Context

Context provides meaning and value

to objects, events, situation and
other people.

Different contexts convey different

meanings to people.
PERCEPTUAL INTERPRETATION

After Selecting and Organising the

Stimuli has to be Interpreted in order to
make a sensible meaning.

Perceiver cant draw any meaning

without interpretation.

Perceiver uses his Assumption of

People, Things, Object and Situation
FACTORS INFLUENCING PERCEPTION
Factors in the perceiver
Attitudes
Motives
Interests
Experience
Expectations

Factors in the situation

Perception
Time
Work Setting
Social Setting
Factors in the Target
Novelty
Motion
Sounds
Size
Background
Proximity
Similarity
PERCEPTUAL DISTORTIONS
Errors in Perceptual Judgement are called
Perceptual Judgement.
Following are Barriers To Perceptual
Accuracy:
Barriers to Perceptual Accuracy
Stereotyping Halo effect
Projection Expectancy Effect
Primacy Effect:First impressions Recency Effect
Perceptual Defense Attribution
Stereotypes or prototypes:
Combines information based on the category or class to
which a person, situation, or object belongs.
Strong impact at the organization stage.
Individual differences are obscured.
Halo effects:

Occur when one attribute of a person or situation is

used to develop an overall impression of the individual
or situation.
Likely to occur in the organization stage.
Individual differences are obscured.
Important in the performance appraisal process.
Selective perception:

The tendency to single out those aspects of a situation,

person, or object that are consistent with ones needs,
values, or attitudes.
Strongest impact is at the attention stage.
Perception checking with other persons can help
counter the adverse impact of selective perception.
Projection:

The assignment of ones personal attributes to other

individuals.
Especially likely to occur in interpretation stage.
Projection can be controlled through a high degree of
self-awareness and empathy.
Contrast effects:

Occur when an individual is compared to other people

on the same characteristics on which the others rank
higher or lower.
Self-fulfilling prophecy:

The tendency to create or find in another situation or

individual that which one expected to find.
Also called the Pygmalion effect.
Can have either positive or negative outcomes.
Managers should adopt positive and optimistic
approaches to people at work.
Attribution theory aids in perceptual interpretation by
focusing on how people attempt to:

Understand the causes of a certain event.

Assess responsibility for the outcomes of the event.

Evaluate the personal qualities of the people involved

in the event.

WHAT IS ATTRIBUTION THEORY?

 Role of Perception in
Decision Making Process

The perception of a situation is central to the

decision making process.

To make effective decisions a manager must not

only perceive but understand other people.

The individual decision makers perceptual

process will have a large bearing on the final
outcome.
 CONCLUSION

Perception in Decision-making is
based on a persons internal
understanding of reality rather than
reality itself.
 If
everyone perceived everything
the same way,things would be a
lot simpler
THANK YOU 48