The document provides information about perception and decision making. It defines perception as how individuals organize and interpret sensory information to make meaning of their environment. It discusses factors that influence perception, including the perceiver, the target, and the situation. It also outlines theories of attribution, selective perception, halo effects, and stereotyping. The document then discusses social identity theory and how people make internal and external attributions. Finally, it discusses rational decision making by outlining the steps of that process and concepts of bounded rationality and factors that influence ethical decision making.

1. Perception

2. Who would you vote for?
 Was a staunch Catholic
 Sang in the church choir
 Took singing lessons
 Wanted to become a
priest
 Was a good artist
 Gave his share of
orphans’ benefits to his
sister
 Carl Jung (1937)
remarked: "Behind this
handwriting I recognize
the typical characteristics
of a man with essentially
feminine instinct."
 IQ 141
 HITLER
 Never went to Church
 Never acquired church
membership
 Had no formal
education
 Lost his job
 Suffered from
depression
 Had a nervous
breakdown
 Failed in business
 Lost elections
 IQ 128
 ABRAHAM LINCOLN

6. What is Perception
 Act of seeing what is there to be seen

8. Definitions
Perception: Process by which individuals organize and
interpret their sensory impressions in order to give
meaning to their environment.
Selection, organisation and interpretation of information
What one perceives may be different from perceived
reality. However, the world as it is perceived is the world
that is behaviourally important.
Factors influencing perception:
- The perceiver
- The target
- The situation

9. The Perceiver
 When an individual looks at the target and attempts to
interpret what he/she observes, that interpretation is
heavily influenced by the person characteristics of the
individual
 You purchase a new car and suddenly notice many of
similar models around
 If hungry, you notice food outlets around you.
 Plastic surgeon notices an imperfect nose!!
 .When you learn a new word, you suddenly find it popping
up in whatever you read!
 Your expectations can distort your perceptions.

10. The Target
 Characteristics of the target being observed can affect
what is perceived
 Loud people more likely to be noticed
 People dressing different from the crowd are noticed.
 Motion, sounds, size, and other attributes of a target shape
the way we see it.
 Also the relationship of the target to the background:
Objects that are close to each other tend to be perceived
together rather than separately.
 Persons, objects, or events that are similar to each other
also tend to be grouped together.

11. The situation
 The context in which we see objects or events is important.
 Elements in the surrounding environment influence our
perception.
 E.g. a lady dressed in an evening gown and makeup in a
management class.
 The time at which an object or event is seen can influence
your attention.

12. Perceptual Selectivity
 Intensity
 Contrast
 Size
 Repetition
 Motion
 Novelty & Familiarity

17. Perceptual Organisation
 Figure – Ground
 Perceptual Grouping
◦ Closure
◦ Continuity
◦ Proximity
◦ Similarity
 Perceptual Constancy
 Perceptual Context

23. Theories
Attribution: We judge people differently, depending on what
meaning we attribute to a given behaviour.
Selective Perception: People selectively interpret what they
see on the basis of their interests, background, experience
& attitudes.
Halo / Horn effect: Drawing a general impression about an
individual on the basis of a single characteristic.
Contrast effects: Evaluation of a person affected by
comparison with another recently met.
Projection: Attributing one’s own characteristic to other
Stereotyping: Judging someone on the basis of one’s
perception of the group to which that person belongs.

25. Develop social categories &
assign traits to them
Assign person to a social
category on basis of
observable behavior
Assign social categories’
cluster of traits to person
Stereotyping Process

26. Social Identity Theory
A model that explains Self-perception &
Social perception in terms of an
individuals’ unique characteristics
(personal identity) and membership in
various social groups (Social Identity)

29. Frequently
High Consistency
Seldom
Low Consistency
How often did
the individual act
this way in the
past
Frequently
Low Distinctiveness
Seldom
High Consistency
How often does
the individual act
this way in other
settings
Seldom
Low Consensus
Frequently
High Consensus
How often do
other people act
this way in
similar settings
External Attribution
Internal Attribution

30. Co-workers also
performing poorly
Low Consensus
Does not perform
well only at
specific time
High
Distinctiveness
Performs other
tasks well
Co-workers
performing well
Does not do well
anytime
Performs all
tasks poorly
High
Consensus
Low
Consistency
High
Consistency
Low
Distinctiveness
Poor Performance
Information /
Observation
Attribution
External
Factors
(Situational
or
Environment
al)
Internal
Factors
(Personal)

31. Rational – Decision Making
Process
 Define the problem
 Identify the Decision Criteria
 Allocate weights to the criteria
 Develop the alternatives
 Evaluate the alternatives
 Select the best alternative

32. Bounded Rationality
 Making decisions by constructing
simplified models that extract essential
features from problems without capturing
all their complexity
◦ Overconfidence Bias
◦ Anchoring Bias
◦ Confirmation Bias
◦ Availability Bias
◦ Representation Bias

33. Ethics in decision
making..corporate 11.wmv
 Utilitarian
 Rights
 Justice