PERCEPTION, ATTITUDE &

VALUES
1. Perceptual processes
2. Effect of perception on individual decision making
3. Attitude and behaviour
4. Sources of value
5. Effect of values on attitude and behaviour
6. Effects of perception, attitudes and values on work
performance
 PERCEPTUAL PROCESSES
Perception
The process by which an
individual selects, organizes
and interprets stimuli into a
meaningful and coherent
picture of his environment
PERCEPTUAL PROCESSES
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PERCEPTUAL SELECTIVITY
External Attention Factors
1. Intensity
2. Size
3. Contrast
4. Repetition
5. Motion
6. Novelty & familiarity
PERCEPTUAL SELECTIVITY
Internal Set Factors
1. Initial learning
2. Motivation
3. Personality
 FACTORS INFLUENCING
PERCEPTION

CHARACTERISTICS CHARACTERISTICS CHARACTERISTICS

OF PERCEIVER OF TARGET OF SITUATION
Novelty
Attitudes Motives
Motives Sound
Interests Size Time
Experience Background Work Environment
Expectations Proximity Social Environment

PERCEPTION OF AN INDIVIDUAL
PERCEPTUAL SELECTIVITY
1. Perceptual Grouping
Closure
Continuity
Proximity
Similarity
1. Perceptual Constancy
2. Perceptual Context
3. Perceptual Defense
SOCIAL PERCEPTION
1. Attribution
2. Stereotyping
3. The Halo Effect
PERCEPTION APPLIED
NATIONAL FLAGS
ADVERTISING
MARKETING
POSITIONING
MOVIE PROMOTION CAMPAIGNS
PUBLIC RELATIONS
LOGOS
SOCIAL AWARENESS
POLITICS
PERCEPTION IN ADVERTISING
Associating product with a certain emotion
Love
Pride, self esteem
Hunger and thirst
Comfort
Status
Associating organization with strong social values
Patriotism
Charity
Environment friendly
Peace and harmony
ATTITUDE
Attitude
A state of mind with a tendency to feel and behave in a particular
way towards objects, people or events.

 Attitudes structure can be described in terms of three components.

 Affective component: this involves a person’s feelings / emotions

about the attitude object. For example: “I like public speaking”.
 Behavioural component: the way the attitude we have influences
how we act or behave. For example: “I will grab every opportunity
to speak in public”.
 Cognitive component: this involves a person’s belief / knowledge
about an attitude object. For example: “I believe public speaking is
important for my career.”
FUNCTIONS OF ATTITUDE
Daniel Katz (1960) outlines four functional areas:
 Knowledge. Knowing a person’s attitude helps us predict
their behaviour. For example, knowing that a person is
religious we can predict they will go fast on certain days.
 Self / Ego-expressive. The attitudes we express (1) help
communicate who we are and (2) may make us feel good
because we have asserted our identity.
 Adaptive the adaptive functions helps us fit in with a social
group and develop similar attitudes to those they like.
 The ego-defensive function refers to holding attitudes that
protect our self-esteem or that justify actions that make us
feel guilty.
ATTITUDE AND BEHAVIOUR
Leon Festinger’s Cognitive Dissonance Theory
1. Cognitive Dissonance
2. Emotional Dissonance
Individuals are uncomfortable with any kind of
inconsistency and try to reduce this dissonance and
discomfort.
Values
Values are basic convictions about
what is right and wrong.
 Values
Importance of values – Values are Important to the
study of organisational bahaviour.
Values generally influence attitudes and behavior.
Factors Affecting Values

Social Factors

Personal Factors

Family Factors
Values

Values differ between generations.

Values differ between regions.
Values differ between cultures.
Values

Terminal values are the end-state

we hope to achieve in life.

Instrumental values are means of

achieving these terminal values.
 Terminal and Instrumental Values in
Rokeach Value Survey
Terminal values Instrumental values
A comfortable life Ambitious
An exciting life Broad-minded
A sense of Capable
accomplishment Cheerful
A world at peace Clean
Equality Courageous
Family security
Responses to Job Dissatisfaction.

Active

Voice
Exit

Destructive Constructive

Neglect Loyalty

Passive