PERCEPTIONbyrajesh&ankur

What Is Perception, and Why Is It Important?

• Perception

A process by which individuals organize and interpret their sensory impressions in order to give meaning to their environment.

People’s behavior People’s behavior is based on their is based on their perception of perception of what reality is, what reality is, not on reality not on reality itself. itself.

Human mind Human mind assembles, assembles, organizes and organizes and categorizes categorizes informationinformation

People’s behavior People’s behavior is based on their is based on their perception of perception of what reality is, what reality is, not on reality not on reality itself. itself.

Human mind Human mind assembles, assembles, organizes and organizes and categorizes categorizes informationinformation

Factors Influencing the Perceptual Process

PerceiverPerceiver Perception influenced by person’s values, Perception influenced by person’s values,

attitudes, past experiences, needs, personalityattitudes, past experiences, needs, personality

SettingSetting Physical context, social context, organizational Physical context, social context, organizational

contextcontext

PerceivedPerceived Target’s contrast, intensity, figure-ground Target’s contrast, intensity, figure-ground

separation, size, motion, repetition, noveltyseparation, size, motion, repetition, novelty

External Factors in Perceptual Selectivity

• Size

• Intensity

• Repetition

• Novelty and Familiarity

• Contrast

• Motion

Young /Old woman illusion

• Contrast Principle: Example

Perception process: 6 Steps

1. Stimuli

2. Organising (or Receiving Stimuli)

3. Selective Attention (or Selecting Stimuli)

4. Perceptual Organisation

5. Interpreting

6. Response

Perceptual Organization

• The Law of Proximity: Stimulus elements that are closed together tend to be perceived as a group

• The Law of Similarity: Similar stimuli tend to be grouped. Similar features of various stimuli irrespective of nearness.

• The Law of Closure: Stimuli tend to be grouped into complete figures

• The Law of Good Continuation: Stimuli tend to be grouped as to minimize change or discontinuity

• The Law of Simplicity: Ambiguous stimuli tend to be resolved in favor of the simplest Figure.

• The Law of Figure Ground Principle: The tendency to keep certain phenomenon in focus and other phenomenon in background.

Distortions in Perception

Distortions in perception may occur because of the following factors:

• Factors in perceiver- personality, mental set, attribution, first impression , halo effect, stereotyping

• Factors in person perceived- status, visibility of traits etc.

• Situational factors

Shortcuts in Judging Others:

1.) Selective Perception

2.) Halo Effect

3.) Contrast Effects

4.) Projection

5.) Stereotyping

Specific Applications in Organizations

• Employment Interview

• Performance Expectations

• Performance Evaluation

• Employee Effort

Managerial Implications of Perception

• Interpersonal Working Relationships

• Selection of Employees

• Performance Appraisal

Developing Perceptual Skills

• Perceiving oneself correctly

• Enhancing Self concept

• Having positive attitudes

• Being Empathic

• Communicating More openly

• Avoiding Common Perceptual Distortions

INDUSTRY EXAMPLE

http://www.mobileindustryreview.com/2011/01/a-fascinating-example-of-the-importance-of-market-perception.html