UNIT3 Perception Perception Perception Perception Write a story

UNIT-3 Perception

Perception

Perception

Perception

Write a story.

Perception �The process by which an individual selects, organizes, and interprets stimuli into a meaningful and coherent picture of the world � How we see the world around us

Perception � Concept: � Perception is another most important aspect of life of organization. Many problems of the organization and that of its members may be traced to the distortion in perception. Perception means the ability to perceive i. e. understanding or knowledge, mental grasp of qualities by means of senses or awareness. � Communication is influenced by one’s perception of individual. When we communicate with someone, the language we used, the tone of the language and gesture we make portray an individual’s character and a kind of relationship he wants to develop

Perception � We see an object but it is understood differently by different people. It is perception. Perception is vividly defined by experts. Some of the definitions are given below which make the meaning of perception clear. � Slephen P. Robbins — “A process by which individuals organize and interpret their sensory impressions in order to give meaning to their environment. ” � B. Von Haller Gilmer — “Perception is the process of becoming aware of situations, of adding meaningful associations to sensations. ” � Udai Prateek — “The process of receiving, selecting, organising, interpreting, checking and reacting to sensory stimuli or data. ”

Process of Perception The perceptual process is a sequence of steps that begins with stimuli in the environment and ends with our interpretation of those stimuli. This process is typically unconscious and happens hundreds of thousands of times a day. An unconscious process is simply one that happens without awareness or intention. When you open your eyes, you do not need to tell your brain to interpret the light falling onto your retinas from the object in front of you as “computer” because this happened unconsciously. When you step out into a chilly night, your brain does not need to be told “cold” because the stimuli trigger the processes and categories automatically.

Process of Perception. Selection Organization Interpretation

Aspects of Perception. Selection Organization Interpretation

Perceptual Selection � The world around us is filled with an infinite number of stimuli that we might attend to, but our brains do not have the resources to pay attention to everything. Thus, the first step of perception is the (usually unconscious, but sometimes intentional) decision of what to attend to. Depending on the environment, and depending on us as individuals, we might focus on a familiar stimulus or something new. When we attend to one specific thing in our environment— whether it is a smell, a feeling, a sound, or something else entirely—it becomes the attended stimulus

What do you see in this picture? Which white circle is larger? How would you describe these potato chips? Perceptual Selectivity Though people are exposed to several stimuli , they tend to select only a few at a given point of time, this is perceptual selectivity. Selectivity in Perception which stimuli get selected depends on two major factors : - 1) Consumers previous experience as it affects their expectations. 2) Their motives at that time for one’s needs, desire & interest etc.

Factors Influencing Perceptual Selectivity External Attention Factors Intensity Size Contrast Repetition Motion Novelty and familiarity Internal Set Factors Learning Expectations Motivation Personality

External Attention Factors Intensity According to the intensity principle of attention, the intensity of an external stimulus determines its probability of being perceived. Example: Light Colour Bright Colour

External Attention Factor

External Attention Factors Size: A larger object is more likely to be noticed than a smaller object. Example: Which you can read fast? God is great

Continued…. Contrast: According to the principles of contrast, the stimuli that contradict most with the background or the expectations of people receive maximum attention. Example: Which white square is smaller?

Continued…. Motion: People gives more attention to moving objects than the stationery objects. Repetition The more number of times a stimulus is repeated, the more it is likely to be noticed Novelty and Familiarity: New objects in a familiar situation or familiar objects in a new situation draw the perceiver’s attention.

Internal Set Factors Learning by itself plays a major role in developing the perceptual set. Example: Hilly Terrain Ahead

Motivation The primary motives: Hunger and Thirst The secondary motives: The need for power, The need for affiliation and The need for achievement. Expectations People see what they want to see. Personality of a person influence perception.

Perceptual Selection �Stimuli get selected on two factors: - People previous experience affects their expectation Motives at the time Nature of the stimulus Nature of the product, physical attributes CONTRAST – Difference creates more attention towards the ad.

Perceptual Selection 1) Expectations: People see what they want to see, based on previous experience, familiarity and preconditioned set of expectations. 2) Motives People perceive things they need and want – Stronger the need – Greater tendency to ignore unrelated things. People who are obese see ads related to gyms and diet.

Perceptual Selection

Process of Perception. Selection Organization Interpretation

Perceptual Organization � Once we have chosen to attend to a stimulus in the environment (consciously or unconsciously, though usually the latter), the choice sets off a series of reactions in our brain. This neural process starts with the activation of our sensory receptors (touch, taste, smell, sight, and hearing). The receptors transduce the input energy into neural activity, which is transmitted to our brains, where we construct a mental representation of the stimulus (or, in most cases, the multiple related stimuli) called a percept. An ambiguous stimulus may be translated into multiple percepts, experienced randomly, one at a time, in what is called “multistable perception. ”

Perceptual Organization �People see everything as a whole. Gestalt Psychology Figure and Ground Grouping Closure

Figure and Ground �People tend to organize perceptions into figure-and-ground relationships. � The ground is usually hazy.

Proximity �It means nearness or closeness of information may be perceived as a whole. It should be noted here that proximity is different than similarity. �

Closure �People have a need for closure and organize perceptions to form a complete picture. � Will often fill in missing pieces �Incomplete messages remembered more than complete

Closure

Process of Perception. Selection Organization Interpretation

Interpretation � After we have attended to a stimulus, and our brains have received and organized the information, we interpret it in a way that makes sense using our existing information about the world. Interpretation simply means that we take the information that we have sensed and organized and turn it into something that we can categorize. For instance, in the Rubin’s Vase illusion mentioned earlier, some individuals will interpret the sensory information as “vase, ” while some will interpret it as “faces. ” This happens unconsciously thousands of times a day. By putting different stimuli into categories, we can better understand react to the world around us. �

Perception Distortion

Meaning • Perceptual distortions are incorrect understanding or abnormal interpretation of a perceptual experience. A perceptual distortion occurs when a persons responses to stimuli varies from how it is commonly perceived. Perceptual distortion can relate to either sensory or psychological disorders, medication or drugs, or physical damage to the brain or sensory organ.

Perceptual Distortion Types Personality Mental Set Attribution HALO Effect Stereotype First Impression

Personality • Personality of the perceiver greatly influence the perception of other persons. • Personality influence perception because of 2 reason • First, the perceiver tries to project his personality attributes in others, known as projection. • Second, the perceiver tries to fit his attitude, beliefs, expectation to reality known as process of self-fulfilling.

Mental Set • Mental set is the tendency on has to react in a certain way to a given situation. • In organization setting, people have tendency to perceive about others on the basis of this mental set which cause misperception. • For ex. Suppose you are a contestant in a track meet and are positioning yourself in your starting blocks as you hear the preparatory command, get ready, get set when you hear the command, Go you take off at once since you are already set and ready to this command.

Attribution • Attribution is the process by which we make sense of our environment through our perception of our causality. • Why is that person so successful? Why did that project fail? If we understand the causes of success, failure and conflicts , we may be able to adjust our behavior and other factors accordingly.

Cont. . • Attribution is simply the process of attaching or attributing causes or reason to the actions and events we see. Causality is usually described in terms of internal causality and external causality. • For ex. We may explain a particular individuals success or promotion with reference to his/her superior skills and knowledge (internal causality) or with reference to luck, 'friends in high places’ and coincidence (external causality).

HALO Effect • The term halo effect was used by the psychologist Edward Thorndike in 1920. • A HALO Effect is a judgment based on a single striking characteristics such as an aspects of dress, speech, posture, or nationality. HALO Effect can be negative as well as positive. • For ex. It is a natural human response on a meeting a stranger, to make judgment about the kind of person they are and whether we will like them or not.

Stereotyping occurs when the perceiver judges or perceives a person on the basis of characteristics of the group to which he belongs. • The person is not perceived as an individual with specific set of his characteristics but on the basis of his group characteristics. • For ex. There are some stereotyping at the international level like; Japanese are industrious, Italian are quick tempered American are materialistic and ambitious.

Stereotypes

First Impression • It is very common that people evaluate others on the basis of first impression. • The evaluation based on first impression may be correct if it is based on adequate and significant evidence. • However, since first impression evaluation is not based on adequate information, it may not be true reflection of peoples being perceived. • This can be corrected by more frequent interaction, though erasing of first impression evaluation is not that easy.

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