Chapter Learning Objectives

After studying this chapter, you should be able to:

Define perception and understand its significance. Understand the components of perceptual process. Explain the factors that influence perception. Explain attribution theory and list the three determinants of attribution. List and explain the common perceptual errors. Understand the application of perception in organisations.
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Perception Perception is a process by which individuals organise and interpret their sensory impressions in order to give meaning to their environment.

 Why is Perception important in the study of OB? Simply because peoples behaviour is based on their perception of what reality is, not on reality itself.

Perceptual Process
The components of perceptual process are: (i) Inputs (ii) Perceptual Mechanisms - Selection - Organisation (Figure-Ground, Perceptual Grouping, Simplification, Closure) - Interpretation (iii) Outputs (iv) Behaviour

Factors affecting Perception

Characteristics of the Perceiver
-Attitudes
-Motives -Interests -Past Experience -Expectations

Characteristics of the Situation -Time

-Work setting -Social setting

Characteristics of the Target(Perceived)

-Novelty -Motion -Size -Background -Proximity -Similarity

Factors that Influence Perception

See E X H I B I T 5-1

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Attribution Theory: Judging Others

The theory suggests that when we observe an individuals behaviour, we attempt to determine whether it was internally or externally caused. This determination largely depends on three factors: (i) Distinctiveness: It refers to whether an individual displays different behaviours in different situations. (ii) Consensus: If everyone who is faced with a similar situation responds in the same way, it means the behaviour shows consensus. (iii) Consistency: Does the person responds the same way over time.

Errors and Biases in Attributions

Fundamental Attribution Error
The tendency to underestimate the influence of external factors and overestimate the influence of internal factors when making judgments about the behavior of others We blame people first, not the situation

Self-Serving Bias
The tendency for individuals to attribute their own successes to internal factors while putting the blame for failures on external factors It is our success but their failure
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Elements of Attribution Theory

See E X H I B I T 5-2

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Perceptual Errors
Selective Perception- People selectively interpret what they see on the basis of their interests, background, experience and attitudes.

Halo Effect- Drawing a general impression about an individual on the basis of a single characteristic.
Contrast Effect- Evaluation of a persons characteristics that are affected by comparisons with other people recently encountered who rank higher or lower on the same characteristics. Projection- Attributing ones own characteristics to other people. Stereotyping- Judging someone on the basis of ones perception of the group to which that person belongs.

Specific Applications in Organizations

Employment Interview
Perceptual biases of raters affect the accuracy of interviewers judgments of applicants. Formed in a single glance 1/10 of a second!

Performance Expectations
Self-fulfilling prophecy (Pygmalion effect): The lower or higher performance of employees reflects preconceived leader expectations about employee capabilities. A situation in which one person inaccurately perceives a second person and the resulting expectations cause the second person to behave in ways consistent with the original perception.

Performance Evaluations
Appraisals are often the subjective (judgmental) perceptions of appraisers of another employees job performance. 5-12 Critical impact on employees.