obbb

• perception - the process by which one screen, selects, organizes, and interprets stimuli to give them meaning
• Perception does not necessarily lead to an accurate portrait of the environment, but rather to a unique portrait, influenced by the needs, desires, values, and disposition of the perceiver.
• As described by Kretch and associates. an individual's perception of a given situation is not a photographic representation of the physical world; it is a partial, personal construction in which certain objects, selected by the individual for a major role, are perceived in an individual manner.
• The multitude of objects that vie for attention are first selected or screened by individuals. This process is called perceptual selectivity.
• Once individuals notice a particular object, they then attempt to make sense out of it by organizing or categorizing it according to their unique frame of reference and their needs. This second process is termed perceptual organization.
• perceptual selectivity refers to the process by which individuals select objects in the environment for attention.
• Perceptual Selectivity Process

  
  

  The individual is first exposed to an object or stimulus —a loud noise, a new car, a tall building, another person, and so on

  The individual focuses attention on this one object or stimulus

  Perception and Interpretation

  Retention and response
• External influences consist of the characteristics of the observed object or person that activate the senses. Most external influences affect selective attention because of either their physical properties or their dynamic properties.
• The physical properties of the objects themselves often affect which objects receive attention by the perceiver.
• A particularly important physical property is size.
• T/F: T - Moreover, brighter, louder, and more colorful objects tend to attract more attention than objects of less intensity.
• A final physical characteristic that can heighten perceptual awareness is the novelty or unfamiliarity of the object.
• Dynamic Properties. The second set of external influences on selective attention are those that either change over time or derive their uniqueness from the order in which they are presented.
• The most obvious dynamic property is motion.
• Another principle basic to advertising is repetition of a message or image.
• The two most important personal influences on perceptual readiness are response salience and response disposition.
• Response Salience. This is a tendency to focus on objects that relate to our immediate needs or wants.
• Response salience in the work environment is easily identified.
• response disposition is the tendency to recognize familiar objects more quickly than unfamiliar ones.
• Social perception consists of those processes by which we perceive other people. Particular emphasis in the study of social perception is placed on how we interpret other people, how we categorize them, and how we form impressions of them.
• three major influences on social perception: the characteristics of (1) the person being perceived, (2) the particular situation, and (3) the perceiver.
• , four categories of personal characteristics can be identified: (1) physical appearance, (2) verbal communication, (3) nonverbal communication, and (4) ascribed attributes.
• , the precision with which one uses language can influence impressions about cultural sophistication or education
• An accent provides clues about a person’s geographic and social background.
• . The tone of voice used provides clues about a speaker’s state of mind.
• the topics people choose to converse about provide clues about them.
• facial expressions often serve as clues in forming impressions of others.
• A whole field of study that has recently emerged is body language, the way in which people express their inner feelings subconsciously through physical actions
• we often ascribe certain attributes to a person before or at the beginning of an encounter; these attributes can influence how we perceive that person
• Three ascribed attributes are status, occupation, and personal characteristics
• The second major influence on how we perceive others is the situation in which the perceptual process occurs. Two situational influences can be identified: (1) the organization and the employee’s place in it, and (2) the location of the event.
• The third major influence on social perception is the personality and viewpoint of the perceiver. Several characteristics unique to our personalities can affect how we see others. These include (1) self-concept, (2) cognitive structure, (3) response salience, and (4) previous experience with the individual
• Our self-concept represents a major influence on how we perceive others. This influence is manifested in several ways.
• The influence of positive arbitrary biases is called the halo effect, whereas the influence of negative biases is often called the horn effect.
• External Influences on Selective Attention

  1. Physical Properties.
  2. Dynamic Properties.
• Personal Influences on Selective Attention

  1. Response Salience
  2. Response Disposition.
• Social Perception in Organizations

  1. Physical Appearance.
  2. Verbal and Nonverbal Communication.
  3. Ascribed Attributes.
• Characteristics of the Situation

  1. Organizational Role.
  2. Location of Event.
• Characteristics of the Perceiver

  1. Self-Concept.
  2. Cognitive Structure.
  3. Response Salience
  4. Previous Experience with the Individual
• Characteristics of the Person Perceived

  1. physical appearance
  2. Verbal communication
  3. Nonverbal communication
  4. ascribed attributes