2. INTRODUCTION
Human beings may differ because of
their differences & uniqueness.
People often see the same
situation/ phenomenon differently
within the organisation & outside the
organisation. For example: when there
is an accident in the factory,the
supervisor may treat it as the
carelessness of worker while the
worker may treat it as lack of adequate
provision of security measures.
3. Thus the situation remaining the
same, cause have been assigned
differently by different group of
people. In order to understand
why people see the same
situation differently,one has to
understand PERCEPTION & its
different aspect.
4. WHAT IS PERCEPTION
?
Perception is a congnitive process.
congnition is basically bit of information,
congnitive process involves the way in which
people process/understand that information.
Perception process involves
selecting,organising and interpreting the
stimulus. Thus perception is the process
selecting, organising and interpreting or
attaching meaning to the events happening
in the environment. However, what one can
perceive can be different from objective
5. reality. Their need not be but there
is often, disagreement. For example:
it’s possible that all the employee in
a firm may view it as a great place
to work favourable working
conditions, intresting job
assignment, good pay and excellent
benefit but as most of us know,its
very unusal to find such agreement.
6. DEFINITION
“PERCEPTION may be defined as a
process by which individual
organise and interpret their
sensory impression in order to give
meaning to their environment.”
7. FEATURES OF
PERCEPTION
Perception is the intellectual process
through which a person select the data from
the environment, organise it, and obtains
meaning from it.
Perception is a psychological process also.
The manner in which a person perceive the
environment affects his behaviour..
Perception, being an intellectual and
psychological process, become a subjective
9. PERCEPTUAL
PROCESS :
Perception process is explained by
input-throughput-output approach.
This approach emphasises that there
is input which is processed and gives
output.
10. PROCESS OF
PERCEPTION
Characteristics of
stimuli or input
Perceptual Perceptual mechanism Perceptual
inputs output
-Objects Selection Interpretation -Attitude Behaviour
-Event -Opinion
-People Organisation -Values.
Characteristics Characteristics of
of the situation the perceiver
11. Perceptual process present three
elements of perception. These are:
existence of stimuli(objects,event,
&people) perceptual mechanism
(selecting,organising,& interpretation)
and perceptual outputs(attitude,
opinion,& values). Perceptual output
along with other determinant of human
behaviour affects and shape behaviour.
Let us see how perceptual process
works in terms of its three basic
elements.
12. PERCEPTUAL
INPUT :
The stimuli in the environment- objects, events,
or people- can be considered as the perceptual
inputs. Thus everything in the setting where
the events occur, or which contributes to the
occurrence of the events, can be treated as
perceptual input. When the perceiver interacts
with a stimulus,sensation take place which
starts perceptual process.
(Sensation be describe as the response of a
physical sensory organ. The physical senses
are vision, hearing, touch, smell,and taste.)
13. PERCEPION
MECHANISM :
Perceptual mechanism involves three
elements- selection of stimuli,organisation
of stimuli, and interpretation of stimuli.
SELECTION OF STIMULI :
After receiving the stimuli from the
environment, some are selected for further
processing while others are screened out because
it is not possible for a person to select all stimuli
which he see in the environment. There are two
types of factors which affects the selection of
stimuli. These are external and related to stimuli
and internal related to the perceiver.
14. ORGANISATION OF
STIMULI :
After the stimuli are selected these
are organised in some form of in
order to make sense out of that.
The various forms of organising
stimuli are figure-ground,
perceptual grouping, simplification
and closure.
15. INTERPRETATION OF
STIMULI:
The perceptual inputs that have been
organised will have to be interpreted by
the perceiver to extract some meaning of
what is going on in the situation. People
interpret the meaning of what they have
selected and organised in term of their
own assumption of people, things and
situations. They interpret the things as
good/bad, beautiful/ugly, and so on.
Interpretation of stimuli is affected by
situation under which perception take
place and characteristics of perceiver.
16. PERCEPTUAL
OUTPUT :
Based on perceptual mechanism which
ends with interpretation of stimuli,
perceptual output emerge. The output
may be in the form of attitudes, opinions,
beliefs, impression about the stimuli.
These output along with other factors
affecting human behaviour may result in
overt behaviour.
17. PERCEPTUAL
SELECTIVITY
Perception is a selective process. While
selection, certain aspects of stimuli are
screened out and others are admitted.
For example: when people read a
newspaper, they do not read the entire
newspaper but read only those news which
intrest them. This is known as perceptual
selectivity.
This caused by variety of factors
which may be grouped into two categories:
1. Extrenal factor
2. Internal factor
18. EXTERNAL
FACTORS
The external factors are Nature,
Location, Size, Intensity,
Repetition, Novelty & Familiarity,
Contrast And Motion. Their
impacct on the perceptual
selectivity is as follow:
19. NATURE :
By nature we mean,
whether the object is visual or
auditory, and whether it involves
pictures, peoples or animals. It is
well known that pictures attract
attention more readily than words.
LOCTION :
The best location of a
visual stimulus for attracting
attention is in the center of the
20. page. When this position is not available in
the newspaper or a magazine, a position in
the upper portion of a page is more
favourable than on in the lower portion and
left hand side receive more attention than
the right hand side.
SIZE :
Generally objects of larger or bigger
size attract more attention than the smaller
ones. For Example: in an advertisement in
newspaper full page spread attract more
attention than a few lines in the classified
section.
21. INTENSITY :
The intensity
principle states that more intentse
the external stimulus is, the more
likely is to be perceived. A loud
sound, or bright light is noticed more
as compared to soft sound, or dim
light. For Example: advertisement on
televisions are slightly louder than
the regular programmes to gain
customer’s attention.
22. REPETITION :
The repetition
principle state that a repeated
external environment is more
attention- getting than a single one.
Repetition increase people’s
alertness to the stimulus.
For example: Advertisers use this
principle by repeated advertisement
of the same product to attract
people’s attention.
23. NOVELTY & FAMILIAIRTY :
Novelty & familiarity principle state
that either a novel or a familiar external
situation can serve as attention-getter.
New objects or events in a familiar setting,
or familiar objects or events in new setting
draw better attention. For Example: in job
rotation, when workers’ jobs are changed
from time to time, they become more
attentive to their new jobs as compared to
the previous ones.
24. CONTRAST :
cnntarst is a kind of
uniqueness which can be used
for attention getting. Letters of
bold types, persons dressed
differently than others, buildings of
different colours in the same
locality,etc. get more attention.
25. MOTION :
Motion principle states
that a moving object draws more
attention as compared to a
stationary object. For Example:
commercial on televisions(moving
ones) get more attention than print
media.
26. INTERNAL FACTORS
While external factors are related to
environment stimuli, internal factors are
related to the individual’s complex
psychological makeup or oneself.people
generally select those stimuli and
situation which are compatible to their
personality, motivation, and other
personal factors. Such factors are- self-
concept, inner- needs, response
disposition, individual attitude, interset,
learning, and experience. A brief
discription of their impact on perception
27. selectivity is as follow:
SELF-CONCEPT :
The way a person views
the world depends a great deal on
the concept or image he has about
himself. Knowing oneself makes it
easier to see others accurately.
People’s own characteristics affect
the characteristics which they are
likely to see in others. They select
only that aspects which they find
match with their characteristics.
28. INNER NEEDS :
People’s perception is determined by their
inner needs. The need is feeling of tension
or discomfort when one thinks he missing
something or when he feels he has not
quite closed a gap in his knowledge.
People with different needs
select different items to remember or
respond to. When people are not able to
satisfy their needs’ they are engaged in
wishful thinking, which is a way to satisfy
the needs not in real world but imaginary
world , the day dreaming.
29. RESPONSE
DISPOSITION :
Response disposition refers to a
person’s tendency to perceive
familiar stimuli rather than unfamiliar
ones. Thus, a person perceive the
things with which he is familiar.
For Example: persons having
dominant religious value took lesser
time in recognising such related word
as ‘priest’ whereas they took longer
time in recognising words related
with economic value such as ‘cost’ or
‘price’.
30. INDIVIDIAL ATTITUDE :
The person tries to fit his attitude
(whether positive or negative) in the
situation and perceive something .
For Example: if a person always think
negative,he thinks that whatever is
happen in his life will be negative, he
will perceive everything in the
negative way. On the contrary if he
thinks positive, he is an optimistic, he
will perceive everything in a positive
way.
31. INTREST :
If a person is interested in
something he will perceive that
thing in better way. On the other
hand, if the person is not interested
in that thing, he will not perceive
that thing in a better way.
For Example: children watch
television with the good interest
and curiosity, so they perceive
quickly whatever is shown in TV.
32. LEARNING & EXPERIENCE
:
People perceive many things
differently according to their
learning and experience of the past.
If a person has wrong impression or
bad past experience of something,
he see the things negative and he
perceive that thing in only negative
way because it is his experience
that forces him to perceive in this
way.
