Perception

THE PERCEPTION
A PROCESS BY WHICH, THE INDIVIDUALS
ORGANISE & INTERPRET THEIR SENSORY
IMPRESSIONS, IN ORDER TO GIVE MEANING
TO THEIR ENVIRONMENT.

A PROCESS OF RECEIVING, SELECTING,

ORGANISING, INTERPRETING, CHECKING &
REACTING TO SENSORY STIMULI OR DATA.
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Why Perception is important in

OB study?
Because Behavior is driven by
Perception

Attribution Theory
When we observe an individual's behavior we
attempt to determine whether this behavior was
because of internal causes or external causes.
Fundamental attribution error: Tendency to
underestimate the influence of external factors &
overestimate the influence of internal factors
when making judgment about poor performance
of others
Self serving bias: Tendency to attribute their own
success to internal factors & failures to external
factors
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SENSATION VS. PERCEPTION

VISION
HEARING
TOUCH
SMELL
TASTE

THE COGNITIVE
PROCESS
MAY FILTER,
MODIFY OR
COMPLETELY
CHANGE THE
SENSORY DATA.

FACTORS INFLUENCING PERCEPTION

FACTORS IN PERCEIVER :
EXPERIENCE, EXPECTATIONS, INTERESTS, ATTITUDES ETC.

FACTORS IN THE TARGET FOR GETTING ATTENTION:

MOTION, SOUND, FAMILIARITY, CONTRAST, SIZE ETC.

FACTORS IN SITUATION OR CONTEXT :

THE CONTEXT IN WHICH WE SEE THE OBJECTS OR
EVENTS, IS IMPORTANT.

In the eyes of the customer

..perception is reality

So,
To manage your customer you need to
manage their perceptions

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PERCEPTION : MAKING JUDGEMENTS

ABOUT OTHERS.

ATTRIBUTION THEORY :
WHEN THE INDIVIDUALS OBSERVE BEHAVIOUR,
THEY ATTEMPT TO DETERMINE WHETHER IT IS
CAUSED INTERNALLY OR EXTERNALLY.

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SELF- SERVING BIAS :

THE TENDENCY OF INDIVIDUALS TO
ATTRIBUTE THEIR OWN SUCCESS TO
INTERNAL FACTORS WHILE PUTTING THE
BLAME FOR FAILURES ON EXTERNAL
FACTORS.

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FREQUENTLY USED SHORT-CUTS IN

JUDGING OTHERS:
SELECTIVE PERCEPTION: PEOPLE SELECTIVELY
INTERPRET WHAT THEY SEE ON THE BASIS OF THEIR
INTERESTS, BACKGROUND, EXPERIENCE &
ATTITUDES.
HALO EFFECT:
CONTRAST EFFECT : (EXAMPLE: MEDIOCRE
CANDIDATE FOR INTERVIEW, MAY RECEIVE BETTER
EVALUATION IF PRECEDED BY COMPARATIVELY
POOR QUALITY CANDIDATES).

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FREQUENTLY USED SHORT-CUTS IN

JUDGING OTHERS CONTD. :
PROJECTION : ATTRIBUTING ONES OWN
CHARACTERISTICS TO OTHER PEOPLE; e.g., IF YOU
WANT CHALLENGE & RESPONSIBILITY IN YOUR
JOB, YOU ASSUME THAT OTHERS ALSO WANT THE
SAME. Tend to see people as homogeneous. This distorts
perception made about others.
STEREOTYPING : JUDGING SOMEONE ON THE
BASIS OF ONES PERCEPTION OF THE GROUP, TO
WHICH THAT PERSON BELONGS.

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APPLICATIONS OF PERCEPTION IN ORGANISATIONS.

Employment Interview : (Impact of early negative or

+ve impressions).
Performance evaluation : ( subjective measures).
Assessment of Employees Effort : is a subjective
judgement, susceptible to perceptual distortions & bias.
Employee Loyalty : Assessment is judgemental.

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MANAGING THE PERCEPTION PROCESS :

HAVE A HIGH LEVEL OF SELF-AWARENESS:
(INDIVIDUAL NEEDS, EXPERIENCE, EXPECTATIONS
ETC., CAN AFFECT PERCEPTIONS).
SEEK INFORMATION FROM VARIOUS SOURCES TO
CONFIRM OR DISCARD PERSONAL IMPRESSIONS.
BE EMPATHETIC : ( BE ABLE TO SEE SITUATIONS AS IT
IS PERCEIVED BY OTHER PEOPLE).
INFLUENCE THE INCORRECT PERCEPTION OF
OTHER PEOPLE, IN THE INTEREST OF ALL
CONCERNED.
AVOID COMMON PERCEPTUAL DISTORTIONS ( LIKE
STEREOTYPES, HALO EFFECT, SELECTIVE PERCEPTION
ETC.).
AVOID INAPPROPRIATE ATTRIBUTION.
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