People Management

(BM014-3-1)
Perception
Lecturer: Patrick Han
Email: patrick.han@apu.edu.my
BM014-3-1 People Management

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Topic & Structure of the lesson
What is perception?
The Perception Process
Errors in the Perception Process
Improving Perceptions
BM014-3-1 People Management

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Perception is a process by which
individuals organise and interpret their
sensory impressions in order to give
meaning to their environment

Its about how you:
- interpret reality
- make sense of the world
1.0 What is Perception?
BM014-3-1 People Management

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INPUTS

OUTPUTS
PERCEPTION
ACTION
Sight
Touch
Smell
Hear
Taste
Behaviour Process Information
Patterns
Meaning
2.0 The Perception Process
BM014-3-1 People Management

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2.0 The Perception Process
The process of perception is as follows: -
Sensations (sight, touch, smell, feel, taste) are the inputs to the
system.
Perception is the process, i.e. it takes the inputs from the senses
and turns them into outputs.
These outputs are information, patterns and meaning, which
may then become inputs to a further system that has action or
behaviour as its output.
There could be barriers to perception when one
or more of the senses fail,
e.g. if a spoken instruction is misheard, then the way it is perceived
or interpreted is unlikely to be as the sender intended process of
information
BM014-3-1 People Management

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3.0 Errors in the Perception Process
Selectivity
Stereotyping
Halo effect
Labelling
BM014-3-1 People Management

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3.1 Selectivity
People selectively interpret what they
see based on their interests,
background, experience and attitudes

There is a risk of drawing an inaccurate
picture because we see what we want to
see, we can draw unwarranted
conclusions from an ambiguous
situation.
BM014-3-1 People Management

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Creating an advertisement for the Chinese New Year
celebration which incorporate fundamental elements such
as oranges and anything red will induce viewers/customers
to selectively interpret the advertisement as relevant to the
occasion.
Example
3.1 Selectivity
People selectively interpret what they see based on their interests,
background, experience and attitudes.
BM014-3-1 People Management

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Other Selectivity Examples
2. Example during Christmas season most of the products in the
market will be according to the season, so products like Christmas
trees, cards and so on will be in the market at this time. Also the
promotion of goods might include the Christmas gifts.
3. Example with rising environmental and fuel saving awareness, many
car manufacturer now focus on producing cars with refinement on
their engine to provide ample torque but yet providing good fuel
consumption and clean emission that meet the global standard by
using variable valve timing, variable valve lift, and fuel injection
technology; instead of purely power performance back in 90s using
high emission turbo and carburetor.
BM014-3-1 People Management

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3.2 Stereotyping
Judging someone on the basis of ones
perception of the group to which that
person belongs.

For example all accountants are introvert,
rational and cold.

Fashion or perfume produced in Paris is always perceived
as of high quality.
BM014-3-1 People Management

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Other Stereotyping Examples
2. Chocolates produced from Belgium are always
perceived as of high quality compared with local made
chocolates.
3. A Yamaha Brand musical instruments has been well
known for its superior quality. Hence, when someone
wishes to buy a quality guitar, his/her first stop would be
a Yamaha musical store.
BM014-3-1 People Management

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3.3 Halo effect
Drawing a general impression about an
individual based on a single characteristic.

For example, in a selection interview, the first
impression made by a candidate may be very
powerful influence on the final assessments
made by interviewers.

In such situation, even if the candidate gives a
wrong answer, it may be disregarded.
BM014-3-1 People Management

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Since celebrities are only using products that will add value
to their quality of life, advertisements have been using
celebrities to endorse a product that will influence
customers to perceive the product as adding value to their
quality of life as well.
3.3 Halo Effect
Drawing a general impression about an individual based on a single
characteristic.
Example
BM014-3-1 People Management

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3.4 Labelling
Label attached to a person or group acts as a
stereotype, and people are perceived according to the
label rather than on the basis of their own individual
characteristics.

In one experimental research study, the researchers
themselves, who were perfectly normal healthy people,
entered a mental hospital as patients. They were
labelled as mentally ill even though they tried to behave
as normally as they could during their stay.
BM014-3-1 People Management

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Placing a product on a retail space on the same level as
premium products will be perceived by customers as
possessing a premium quality as well.
4. Labelling
Label attached to a person or group acts as a stereotype, and people
are perceived according to the label rather than on the basis of their
own individual characteristics.
Example
BM014-3-1 People Management

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4.0 Improving Perceptions
1. Through Empathy
2. Applying the Johari Window
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4.1 Empathy
Empathy
- a persons understanding and sensitivity to
the feelings, thoughts, and situation of
others.
BM014-3-1 People Management

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4.2 Applying the Johari Window
- developed by Joseph Luft and Harry Ingram
a popular model for understanding
how co-workers can increase their
mutual understanding.

Objective of Johari Window is to
increase the size of the OPEN
area.

OPEN area achieved by disclosure
(informing others of your beliefs,
feelings, and experiences that may
influence the relationship).

OPEN area also can be increased
through feedback from others
about your behaviours.
BM014-3-1 People Management

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Q & A
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1. Critically discuss the common errors in the
Perception Process.


2. Discuss the Johari Window model in understanding
how co-workers can increase their mutual
understanding.
Discussion