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Perceptual Process, Attitude,
and Values
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Our values and attitudes are shaped byperceptual processes that in turn shape how weperceive things.
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Perception..
The process by which people select, organize, interpret,
retrieve, and respond to information.
The quality or accuracy of a persons perceptions has a
major impact on responses.
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Perceptual Process
Receiving Selecting Organizing Interpreting Checking Reacting
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Process of Receiving Stimuli
Data is received through the five sense organs.
Ex- While taking a round of the shop floor, asupervisor may become aware of some troublesomething that is strange, and may then draw
the attention of a worker to some thing burningdue to small electric fire.
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Process of selecting stimuliExternal Factors Internal Factors
Intensity
Size Contrast
Movement
Repetition
Psychological Need
Background Experience
Personality
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External Factors
Intensity Stimuli which are higher in intensityare perceived more readily than those which arelow in intensity.
Ex -
Advt : Brighter lightsDuring Strikes : Slogans
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Size
Larger objects attract more attention, becausethey are perceived faster.
Ex
Many companies use this factor by packaging
products to make them look larger.
Larger advertisements are perceived more easilythan the smaller once
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Contrast
If one is familiar with a particular sound, asudden change in it attracts attention.
Unusual behavior attracts attention.
Ex Training ( off job )
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Movement
Things which are in motion attract moreattention than those which are stationary.
Ex Advt
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Repetition
Usually things which are repetitive attractattention.
Ex - New product
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Internal Factors
Psychological Needs - Sometimes even thingswhich do not exist are seen because offpsychological need.
Ex
Thirsty ( Water / juice ) Royal ( Raymond )
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Process of Interpreting
Stereotyping
Halo Effect
Perceptual Set
Interpersonal context
Organisational context
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Stereotyping
Favorable or unfavorable opinion about aparticular group of people.
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Halo Effect
Opinion / attitude towards a single person orobject
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Perceptual set
Previously held beliefs influence perception
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Interpersonal context
The relationship between the perceiver andothers present in a given situation influences
interpretation of data
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Organisational context
Climate of orgnisation or a departmentinfluences perception