1. Perception is the process by which individuals organize and interpret their sensory impressions to give meaning to their environment. It involves both sensation (raw data from the senses) and higher-level cognitive processes that filter and interpret that data. 2. Several factors influence perception, including the perceiver's attitudes and past experiences, the target of the perception, and the situation. 3. Social perception involves how individuals perceive and get to know other people, and is influenced by characteristics of both the perceiver and the target as well as cognitive biases like the halo effect, contrast effect, projection, and stereotyping.

1. PERCEPTION
CHAPTER # 6

2. PERCEPTION
• “A process by which individuals
organize and interpret their
sensory impressions in order to
give meaning to their
environment”

3. Sensation verses perception
• “The perceptual process can be defined as
a complicated interaction of selection,
organization, and interpretation, although
perception depends largely on the senses
for raw data, the cognitive process filters,
modifies, or completely changes these
data”

4. Sub processes of perception
• Stimulus or situation
• Confrontation
• Situation person interaction
• Registration
• Interpretation
• Feedback
• Behavior
• Consequences

5. Factors influencing perception
• The perceiver - attitudes, motives,
interests, past experiences and
expectations
• The target
• The situation

6. Attribution theory
• “When individuals observe behavior, they
attempt to determine whether it is internally
or externally caused”
• Internally caused behavior are those that
are believed to be under the personal
control of the individual
• Externally caused behavior is seen as
resulting from outside causes, I-e having
been forced into the behavior by the
situation

7. Selective perception
• People selectively interpret what
they see on the basis of their
interests, background, experience ,
and attitudes.

8. Factors in selectivity
• Intensity
• Size
• Contrast
• Repetition
• Motion
• Novelty and familiarity

9. Perceptual organization
• Figure ground
• Perceptual grouping – closure,
continuity, proximity, similarity
• Perceptual constancy
• Perceptual context

10. Social perception
• “Social perception is directly concerned
with how one individual perceives other
individuals, how we get to know others”
• Organizational participants must realize
that their perceptions of another person are
greatly influenced by their own
characteristics and the characteristics of
the other person

11. Halo Effect
• “Drawing a general impression
about an individual on the basis of
a single characteristic”

12. Contrast effect
• “Evaluations of a person’s
characteristics that are affected by
comparisons with other people
recently encountered who rank
higher or lower on the same
characteristics”

13. Projection
• “Attributingone’s own
characteristics to other people”

14. Stereotyping
• “Judgingsomeone on the basis of
one’s perception of the group to
which that person belongs”