Chapter 5

Perception and Individual Decision Making

Chapter FIVE

What Is Perception, and Why Is It Important?

•People’s behavior is People’s behavior is based on their based on their perception of what perception of what reality is, not on reality is, not on reality itself.reality itself.

•The world as it is The world as it is perceived is the world perceived is the world that is behaviorally that is behaviorally important.important.

Perception

A process by which individuals organize and interpret their sensory impressions in order to give meaning to their environment.

HOW DO WE EXPLAIN THAT HOW DO WE EXPLAIN THAT INDIVIDUALS MAY LOOK AT INDIVIDUALS MAY LOOK AT

THE SAME THING, YET THE SAME THING, YET PERCEIVE IT DIFFERENTLY?PERCEIVE IT DIFFERENTLY?

Factors ThatInfluence

Perception

E X H I B I T 5–1

Perceiver Target

Target interpretation is heavily influenced by the personal characteristics of the individual perceiver.– Personal Characteristics:

• Person’s attitude• Personality• Motives• Interests• Past experiences and• ExpectationsE.g. we expect POLICE to be

authoritativeAirhostess and CCR to be kind

Characteristics of Target being observed can also effect what is perceived e.g.– Loud people are

more likely to be observed than quiet ones

– Extremely attractive or unattractive

Context / Situation

Context in which we see objects or events is also important.– Time– Location– Light– Heat

• E.g. Wedding party vs Management class (dressing) where neither perceiver nor target changed but situation is different

Person Perception: Making Judgments About Others

Determination depends largely on three factors:

Distinctiveness: shows different behaviors in different situations.

Consensus: response is the same as others to same situation.

Consistency: responds in the same way over time.

Attribution Theory

When individuals observe behavior, they attempt to determine whether it is internally or externally caused.

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. In general, we

tend to blame the person first, not the situation.

Errors and Biases in Attributions (cont’d)

Self-Serving Bias

The tendency for individuals to attribute their own successes to internal factors while putting the blame for failures on external factors.

Thought: When student gets an “A” on an exam, they often say they studied hard. But when they don’t do well, how does the self serving bias come into play?

Hint: Whose fault is it usually when an exam is “tough”?

Frequently Used Shortcuts in Judging Others

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 Effects

Evaluation of a person’s characteristics that are affected by comparisons with other people recently encountered who rank higher or lower on the same characteristics


Projection

Attributing one’s own characteristics to other people.

Stereotyping

Judging someone on the basis of one’s perception of the group to which that person belongs.

Specific Applications of shortcuts in Organizations

Employment Interview– Perceptual biases of raters affect the accuracy

of interviewers’ judgments of applicants. Performance Expectations

– Self-fulfilling prophecy (Pygmalion effect): The lower or higher performance of employees reflects preconceived leader expectations about employee capabilities.

Ethnic Profiling– A form of stereotyping in which a group of

individuals is singled out—typically on the basis of race or ethnicity—for intensive inquiry, scrutinizing, or investigation.

Specific Applications in Organizations (cont’d)

Performance Evaluations– Appraisals are often the subjective (judgmental)

perceptions of appraisers of another employee’s job performance.

The Link Between Perceptions and Individual Decision MakingDecision Making occurs as a reaction to Problem

Perception of the

decision maker

Outcomes

ProblemA perceived discrepancy between the current state of affairs and a desired state.DecisionsChoices made from among alternatives developed from data perceived as relevant.

Decision maker aware that a problem exists and decision needs to be made

2% decrease in sales

How decision should be made?Assumptions of the Rational Decision-Making

ModelModel Assumptions

pg157• Problem clarity• Known options• Clear preferences• Constant

preferences• No time or cost

constraints• Maximum payoff

Rational Decision-Making Model

Describes how individuals should behave in order to maximize some outcome.

Steps in the Rational Decision-Making Model

1. Define the problem.

2. Identify the decision criteria.

3. Allocate weights to the criteria.

4. Develop the alternatives.

5. Evaluate the alternatives.

6. Select the best alternative.

E X H I B I T 5–3

© 2007 Prentice Hall, Inc. All rights reserved.

6–19

Exhibit 6–6 Assumptions of Rationality

6–20

Exhibit 6–1The Decision-Making Process


6–21

Exhibit 6–3 Assessed Values of Laptop Computers Using Decision Criteria


6–22

Exhibit 6–4 Evaluation of Laptop Alternatives Against Weighted Criteria

The Three Components of Creativity

Creativity

The ability to produce innovative & useful ideas.Three-Component Model of Creativity

Proposition that individual creativity requires expertise, creative-thinking skills, and intrinsic task motivation.

E X H I B I T 5–4Source: T.M. Amabile, “Motivating Creativity in Organizations,” California Management Review, Fall 1997, p. 43.

Intrinsic

Creative Thinking Skills

Creative thinking,,,,,,,, thinking outside the box

Draw no more than 4 lines through all nine dots

PerceptualConstraining

“The” solution?

• Don’t place artificial constraints

• Most people place constraints unconsciously

Another solution…3 lines

Another solution…1 line

How Are Decisions Actually Made in Organizations? (cont’d)

How/Why problems are Identified– Visibility over importance of problem

• Attention-catching, high profile problems– Self-interest (if problem concerns decision maker)

• Desire to “solve problems”

Alternative Development– Satisficing: seeking the first alternative that solves

problem.– Engaging in incremental rather than unique problem

solving through successive limited comparison of alternatives to the current alternative in effect.

How Are Decisions Actually Made in Organizations?

Bounded Rationality

Individuals make decisions by constructing simplified models that extract the essential features from problems without capturing all their complexity.

Common Biases and Errors

Overconfidence Bias– Believing too much in our own ability to make

good decisions.

Anchoring Bias– Using early, first received information as the

basis for making subsequent judgments.

Confirmation Bias– Using only the facts that support our decision.


Availability Bias– Using information that is most readily at hand.

• Recent

Representative Bias– “Mixing apples with oranges” (City boys with Village

boys)– Assessing the likelihood of an occurrence by trying to

match it with a preexisting category using only the facts that support our decision.

Winner’s Curse– Highest bidder pays too much (one eyed is Kind

amongst blinds)– Likelihood of “winner’s curse” increases with the

number of people in auction.


Escalation of Commitment– In spite of new negative information, commitment

actually increases! (sympathy or soft corner or loyalty)

Randomness Error– Creating meaning out of random events (matching

and recalling different events and using them in favor with interpreting different meanings)

Hindsight Bias– Looking back, once the outcome has occurred, and

believing that you accurately predicted the outcome of an event

Intuition

Intuitive Decision Making– An unconscious process created out of distilled

experience. Conditions Favoring Intuitive Decision Making

– A high level of uncertainty exists– There is little precedent to draw on– Variables are less scientifically predictable– “Facts” are limited– Facts don’t clearly point the way– Analytical data are of little use– Several plausible alternative solutions exist– Time is limited and pressing for the right decision

Individual Differences in Decision Making

Source: A.J. Rowe and J.D. Boulgarides, Managerial Decision Making, (Upper Saddle River, NJ: Prentice Hall, 1992), p. 29.

Personality Aspects of conscientiousness (responsible,

organized) and escalation of commitment.

Gender Women tend to analyze decisions more than

men.

THAT’S IT FOR TODAY

Organizational Constraints on Decision Makers

Performance Evaluation– Evaluation criteria influence the choice of actions.(fail

<10%) Reward Systems

– Decision makers make action choices that are favored by the organization. (General Motor managers avoid controversy)

Formal Regulations– Organizational rules and policies limit the alternative

choices of decision makers. No freedom of choice System-imposed Time Constraints

– Organizations require decisions by specific deadlines. Historical Precedents

– Past decisions influence current decisions.

Cultural Differences in Decision Making

Time orientation– Egyptian managers would take slow time v

American Importance of logic and rationality

– North American Manager decision on Intuition but knows its important to appear in rational fashion vs Iran where rationality is not defied or challenged.

Belief in the ability of people to solve problems– Solving problems vs accepting situations (USA vs

Thailand) Preference for collective decision making

– Japan Collective decision making vs Americans

Ethics in Decision Making

Ethical Decision Criteria– Utilitarianism

• Seeking the greatest good for the greatest number.– Rights

• Respecting and protecting basic rights of individuals such as whistleblowers.

– Justice• Imposing and enforcing rules fairly and impartially.

Ethics in Decision Making

Ethics and National Culture– There are no global ethical standards.– The ethical principles of global organizations

that reflect and respect local cultural norms are necessary for high standards and consistent practices.

Ways to Improve Decision Making

1. Analyze the situation and adjust your decision making style to fit the situation.

2. Be aware of biases and try to limit their impact.

3. Combine rational analysis with intuition to increase decision-making effectiveness.

4. Don’t assume that your specific decision style is appropriate to every situation.

5. Enhance personal creativity by looking for novel solutions or seeing problems in new ways, and using analogies.

Toward Reducing Bias and Errors

Focus on goals.– Clear goals make decision making easier and help

to eliminate options inconsistent with your interests.

Look for information that disconfirms beliefs.– Overtly considering ways we could be wrong

challenges our tendencies to think we’re smarter than we actually are.

Don’t try to create meaning out of random events.– Don’t attempt to create meaning out of

coincidence. Increase your options.

– The number and diversity of alternatives generated increases the chance of finding an outstanding one.E X H I B I T 5–5Source: S.P. Robbins, Decide & Conquer: Making Winning Decisions and Taking Control

of Your Life (Upper Saddle River, NJ: Financial Times/Prentice Hall, 2004), pp. 164–68.

It’s your little sister’s senior Prom night, and she notices

that everyone is wearing the same dress she has on!

Which perceptual shortcut may be occurring?

• Escalation of commitment Escalation of commitment

• Representative biasRepresentative bias

• Availability Bias Availability Bias

• Hindsight Bias Hindsight Bias

Chapter Check-Up: Perception

It’s your little sister’s senior Prom night, and she notices that

everyone is wearing the same dress she has on! Which

perceptual shortcut may be occurring?


• Escalation of commitment Escalation of commitment

• Representative biasRepresentative bias

• Availability Bias Availability Bias

• Hindsight BiasHindsight Bias

Discuss with your neighbor what the answer would be if your sister came home and said “I just knew that everyone would buy

that dress!”

If all of these perceptual shortcuts happen unconsciously, how can we keep the stereotypes we have from interfering with the way we work in group projects? Identify two specific things you could do to help prevent stereotypes from inhibiting effective group relationships. Discuss with a neighbor.


Michael has just discovered he is double registered for two classes

at the same time and must make a decision about which one to

take this semester. He considers the professor teaching this

semester, the time of the class, and the classes his friends are

taking. He then considers his options for when he can take each

class again, as well as the costs and benefits for taking each this

semester versus later next year. He then makes his decision.

Michael has just engaged in what?

Chapter Check-Up: Decision Making

In making his decision, Michael forgot to consider the implications of the color of paint in the room where each class was being offered. Given that room color can influence mood, which can influence performance, why didn’t Michael consider it?


Michael engaged in the

rational decision making model,

and didn’t consider the paint color of the rooms because he operates

under the confines of

bounded rationality.


Chapter Checkup: What biases might have affected Martha

Stewart’s judgment? Discuss with a classmate.

Chapter 5

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