$%&'%ก()*

ก ก
ก ก     MB503
 4
University of the Thai Camber of Commerce
.  !"#

ก
ก
 
 4
กก

 ! "#
1. >
?@ก
 กAก'
")
2. >A)CD?@EDD'F('G$H&Iก'
")
3. >#@ก ?@H&ก 
Aก'
")$($'$' JIก' CD

$%
&$
1. ก'
") (Perception)
2. O P(QR&'ก R (Attribution Theory)
3. 'Iก'
")U@กA@V
I('V (Frequently Used Shortcuts in Judging Others)
4. 'Iก'
")U@กA@V
I('V (The Link Between Perceptions and Individual Decision
Making)
5. Q

1
 $%&'%ก()*
ก ก
ก ก     MB503
 4
University of the Thai Camber of Commerce
.  !"#

ก (Perception)
ก'
")%>I Perception %$?@ก
 กC กD'กA( dI& ( C)C ก
%
D'ก กd&($%$AA*)'$H'%>")@ก &'ก R A(FI Perception 'V (> JกC
I Aก( % >C%)กก'
")%$ $ ก
 ก'
") 'V D )#' 3 EDD'>V e
C I Aก( %

f$" DกE DD' '  dก  กI (  ก

Aก'
") (  ก
Aก'
") 'V
 ก
*) '# ( dD"CD ($ CD  
กR ($(%' ( ก
 2 "?@
(   ก
C ? กR (>  C >  A& ? C กF   ? '  ($(>  #@ ก ?@ 
gd&)$ ( ก
 3 "?@( ก
Ah%$ ($d&กC%$IAh%$ &'ก R
I  g"$%&' ($Cก&)(%>($%$> ก' )JC I Aก'
") ( ก
F('G
Aก'
") 'V D ) ก
) 3 ( ก
>V e V ?)ก( %Aก'
") 'V HI ก
( %( ก
'V 3 ( ก
'V กD $($$
"R 'V $กA@V
ก ( % A( f' * 'V $'ก *$I #'(  ก
>V e 'V  3 (  ก
V dI C )
%&'กi "Id(I 1 ( ก

2
 $%&'%ก()*
ก ก
ก ก     MB503
 4
University of the Thai Camber of Commerce
.  !"#

( ก
Aก'
")$Dก'# (A' ($ CDA'%> 
กRC
FC%)ก($")@กI ก'
") 'V (D j C #d

A( U@ก'
")C d

'V $fก
D )($H& 'V (I A)D $ก $fกD กก&F) Jก((I A)D $ก
กD@$F($A)CDC%)% ?@(FIก'
") f)$( ก
'V 3 ( ก

Vj EDD'>V e C I Aก( %

2345ก35 (Attribution Theory)

Person Perception: Making Judgments About Others
$>
Q((&Fก'กOก$AH")> d& $D  $ ?@EDD'gC %>EDD'
g ก$H&ก 
IOก$

EDD'gC %$?@ 
Q((&$?
D F  ก(
(Q $ '
Q  '
& 
& d&*)

EDD'g ก (>
Q((&( 'V *$I$?
D F  ก(
(Q $ *$I  $? D F  ก
& d& %>'
& *)

3
 $%&'%ก()*
ก ก
ก ก     MB503
 4
University of the Thai Camber of Commerce
.  !"#

O P(QR&'ก R  ก
*)&'ก R AOก$ 'V 3 &'ก R
1. Oก$$($dกI*Dก$ (Distinctiveness): กdOก$$($
dกIC ? กRdกI (shows different behaviors in different situations.)
2. Oก$A( I C%GI (Consensus): กdOก$%$> ก'
( I C%GIC
? กRก' (response is the same as others to same situation.)
3. Oก$$($( (Consistency): กdOก$%$> $II >
(responds in the same way over time.)
f$"ก( %Oก$C EDD'dก?"กกI Distinctiveness (> Oก$
dกI*Dก$กI กdOก$dกIC ? กRdกI
'IOก$$($dกI*Dก$ (Distinctiveness):

ก'IIi I ?)  ก fกj ( $F )Qกi' dIHGI' V  ก

'V $ U@Hd&กOก$ 'V dกI*Dกก ก( %A( 'V กD Fก( %I
Oก$A  ก & d&* 'V ( I C%GID C%)($F('Gก'
EDD'g กกA@V ก'

 ก I ?DD $กi $Q

'%Q %IFC%)   & C ก $F 'V $
($&I)$กกI$ (> 
I
กI( I C%GIC%)($F('Gก'
(FI External ก'
Oก$C
"d

dก ( I )I 'V D (?@ Internal (>EDD'gC  EDD'gC DD %$?@
ก  ก 'V j ( AVกD' VA?@$ %>  ก >  FC%)กF AAC ' V
'V A$กIก dIj ( I ) "?@C I Oก$C 'dก   ก 'V $
Oก$dกI*Dก$C ? กRdกIก'

4
 $%&'%ก()*
ก ก
ก ก     MB503
 4
University of the Thai Camber of Commerce
.  !"#

'IOก$A( I C%GI (Consensus):

dI?)$"C I Oก$C ' (> กdOก$ %$> ก'

( I C%GIC
? กRก' %$($II* ก'II R ' V ( gC (ก$%&( d&
% @C 'V ก$  ก ) U@$*$I($& *$ICIOก$  ก & dI' Vก$Qก( C
%&i ( gC ( กก$I ก' D % *) Dกก ( % A( 'V O ก$d

V 'V
%$> ก'
Oก$A( I C%GI g 'กO C)(FI Consensus ( I C%GID@กก( %I
EDD'g กFC%)  ก d& ( I C%GI 'V กOก$d

V ' ก(> $F  dI( I

)I 'V (Ij EDD'gC FC%)กF A( fI C%GI$
'IOก$$($( (Consistency):

Oก$'$ "?@Oก$( (> กdC Oก$%$> $II >
g '  กO C) (FI  Consistency ' I' V  ก &>  ก D $F  )  $>  ก กd
Oก$I > ( fI C%GID Fก( %IOก$กA@V 'V $Dก Internal (> EDD'

5
 $%&'%ก()*
ก ก
ก ก     MB503
 4
University of the Thai Camber of Commerce
.  !"#

gC  ก &>กD $F ) (>&'ก R C I Aก( %

I
ก?@Oก$$
D (d&) ( I )I 'V D (?@EDD'g กFC%)กOก$&'ก R ($(d

 "ก<="
ก%=&  &" (Frequently Used Shortcuts in Judging Others)

'IC I Aก'
")U@กA@V
I('V )C)(FI (>&'Aก'
") U@*$I*)
)H&&'JfกD กA)H& 'V $"  ก'
") 'V D )#'( ก
>V e 3
( ก
dI(FI Shortcuts 'V DD C)( ก
% @ ( ก
%>( ก
D@
F  C%) ก '
") 'V ก  ($H  &*) I   '  I   1 ก'  I  ?@  (F  I  ก&>  ก D '
")
g 'กO C)(FI Selective Perception ก&>กD '
")%$?@A&>ก
 &>ก
A)$"&

' &>กC A CD &>กDก 
กR &>กDก'# ( (>&'ก R A(FIก&>กD '
")
(>&>กAA)$"&C I Aก'
"))Jก(ก' CD fกD กกH&d

Jdก
'V ก$$ก

'I 2 "?@(FI Halo Effect (> ก( %( C dI& ( ( %Dก
Q(&กg
) C) % @AA *$IID j ) กdI' ) กdก ก"D d& ก$
D ( %I( i 'V $&'ก R j d

*% $D ( %?@

Q(&กgA( i 'V I)
&'ก R % "I 'V Aj ( I* fกD กA)H&ก$$กI ก'
'I 3 "?@(FI Contrast Effects (> ก

?@H&ก 
กA@V A( D
VC%)% ?@Oก$A( (> ก $ ?@&'ก R (QR&'ก R A( i % @ 

ก'

( ก( % @ >D FC%)"IEDD'$J&IOก$ 'V $($dกI%>%$> ก' I*

6
 $%&'%ก()*
ก ก
ก ก     MB503
 4
University of the Thai Camber of Commerce
.  !"#

ก( %ก

?)*$I*)$%&'กกC I Aก( % &'ก R C I Aก( %
?"กกI Contrast Effects j d(Iก@( ก
) C) % @ %>
Q(&กgA( )
C) % @ 'V $Fก

ก' d& กFC%)กก( %I C(*)'
ก( %กI
'I 4 A(FI&'Aก'
") 'V "?@(FI Projection (> ก $ (QR&'ก R
A( i % @ fJก(% $Dก 
กRC กF $Dกก
ก&IFC%)ก
กDDF (FI Projection 'V 
%$> (QR&'ก R กA@V C CD ?) @ก?@ 'ก PR 'ก% @
( &?$'"I(FI Projection %>(QR&'ก R A PR 'ก( % @( 'V (D )$&'ก R
j d

*% d& &' ก R   (  'V $' ก  ($&F  $ก%>  )  I * $ H &ก 
I  ก
' CDI*
('V$QI ) *EDD'g ก (> "Dก&'ก R I กdIก ก(*)I
( i V D $?F C%)ก'
(ก*)j I dI$>กกq
'C I AกF กqI
 'ก ( 'V *$I$?D F *)j I D % *)DกJก( %$fกD H&*)
" ?)%&ก&( ก
'V 3 ) Aก'
")
'IQ)(>(FI Stereotyping (FI Stereotyping (> ก' CD( %>
Q((& 'V i
f" D ก>  %>  ก&QI $ '  ($  A"I ก  DD j ' 
I 
ก?@  ( i 'V *) dI f ก D ก 
A)H&Aก( %C "d

Vก$$กI ก'

 "ก<="
ก%=&  &" (The Link Between Perceptions and Individual

Decision Making)
ก'
") 'V $($F('GIก' CD '

Q((&I* ก'
")%$?@ก'
")?@EG%
D )Fก' CD 'V D )$($F('G I
H&&'JAก' CD 'V D j '
I
กI ก
dก)*AEG%C d กdก)*AEG% 'V $?F
*)$ก%> ) $H&%>*$IdกIก' I*

7
 $%&'%ก()*
ก ก
ก ก     MB503
 4
University of the Thai Camber of Commerce
.  !"#

 t 'V ก'

")   %$ $D@  $ ( $F  (' G I 
ก
 กC ก' CD >C%)*)H&&'JA 

!
"#!กQR%"ก

( ก
Aก'
")

( ก
C ? กR

( ก
Ah%$
2345ก35 Attribution Theory
Oก$$($dกI*Dก$ Distinctiveness: กdOก$$($dกIC
? กRdกI shows different behaviors in different situations.
Oก$A( I C%GI Consensus: กdOก$ %$> ก'
( I C%GIC ? กR
ก' response is the same as others to same situation.
Oก$$($( Consistency: กdOก$%$> $II > responds in
the same way over time.
ก" Shortcut Perception
r Selective Perception ( D &>ก($%$A% f#'>V e Dก
($ CD, g"$%&',  
กR d& '# (
r Halo Effect กC%)($ CD %>$H")> f base on
Q(&กg) C) % @
) 
r Contrast Effects (>ก $ (QR&'ก R A( i% @ U@*)'
H&ก 
Dก
ก FA*

ก'
( ก( % @ U@(% %> '
CD$กI %>ก

8
 $%&'%ก()*
ก ก
ก ก     MB503
 4
University of the Thai Camber of Commerce
.  !"#

'% @ qก

 I( i % @$H&ก 
DกJ&A( > 
(
% $กI
r Projection (>d f )$D ' ( i % @f$'d

"IC CDd&) I (I


 )d& )'
H
" D@(I( > ก
%$> 
r Stereotyping (> ก' ( Ij I* f"Dก> %>ก&QI$'($Aj
$ก"I

ก""
Robbins, S.P., Organizational Behavior. 13th ed. New Jersey: Pearson Education, 2008.