Perception is understood as the act of
seeing what is their to be seen
According to ROBINS, “perception is the
process by which individual organize
and interpret their sensory impression in
order to give meaning to their
environment.”
(1) Perception is the intellectual process.
(2) Perception is a psychological process.
(3) Perception is a subjective process.
Simple process
Perceptual inputs
•Stimuli
Perceptual throughputs
•Receiving-Selecting-Organizing-interpreting
Perceptual output
•Action
Complex process
Characteristics of stimuli inputs
•Perceptual inputs
•- Objective
•- Events
•- people
process Perceptual outputs
•Attitude
•Opinion
•Feelings
•value
Behaviour
• Characteristics of situation
Selection
organizationinterpretation
Characteristics of
perceiver
“learning is the process by which
behaviour are acquired. It is generally
agreed that learning individual changes
in behaviour and establishing
permanency in the charge.”
1) Learning involve a charge in behaviour
2) The behaviour change must be
relatively permanent.
3) The behavioural change must be based
on some form of practice or
experience.
4) The practice or experience must be
reinforced in order for learning to
action.
1) The principle of contingent reinforcement:-states that the reinforcement must beobserved only if the desire behaviour hasoccurred.
2) The principle of immediate reinforcement:-states the reinforcement will be musteffective if observed immediately after thedesire behaviour has occurred.
3) The principle of reinforcement size:- statesthat the larger the amount ofreinforcement more effect will beobserved.
“Personality is a set of characteristics and
tends that determine those common
things and difference in the behaviour
(thoughts, felling, and actions) of people
that have continuity in time and that
may not be easily understood as the
result of the social and biological
pressure of the movement.”
Biological
Heredity
Brain
Psychological
Feature
Family & social
Home
environment
Family members
Social
group
Cultural Situational
“Attitude is the tendency to feel and
behave in a favourable or unfavourable
way towards some object, person or
ideas.
ATTITUDEDirect
experience with the object
Learning
Neighbourhood
Classical contioning &
attitude
Economic status & occupation
Operant conditioning &
attitude
Family & groups
Mass comunication