Perception and

Learning

Chapter 3
2
Learning Objectives
1. Distinguish between social perception and social
identity concepts.

2. Explain how attribution process works and describe
various social perception bias sources.

3. Understand how social perception process operates
in performance appraisals, employment interviews,
and corporate image cultivation contexts.
3
Learning Objectives
4. Define learning and describe the two types most
applicable to OB: operant conditioning and
observational learning.

5. Describe how learning principles are involved in
organizational training and innovative reward
systems and how knowledge can be effectively
managed.

6. Compare how organizations use reward in
organizational behavior management programs and
how punishment can be used most effectively when
administering discipline.
4
Social Identity Theory



5
Attribution Process
Correspondent Inferences


Insert Figure 3.3 Here
6
Attribution Process
Causal Attribution
Internal
External

Causal Attribution Theory (Kelly)
Consensus- info regarding extent to which other people
behave in the same manner as the person we are judging
Consistency- info regarding extent to which the person we
are judging acts the same way at other times
Distinctiveness- info regarding extent to which a person
behaves in the same manner in other contexts
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Attribution Process
Causal Attribution



8
Perceptual Biases
Halo Effect



9
Perceptual Biases
Fundamental Attribution Error- tendency to
attribute others actions to internal causes( eg
traits) while largely ignoring external factors
influencing behavior
Similar-to-Me Effect- tendency to perceive
others in a positive light who are believed to
be similar to themselves
Selective Perception- tendency to focus on
aspects of the environment while ignoring
others
10
Perceptual Biases
First Impression Error- tendency to base our
judgments of others on our earlier
impressions of them


Insert Figure 3.7 Here
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Perceptual Biases
Self-Fulfilling Prophecy



12
Perceptual Biases
Stereotyping- a belief that members of specific
groups share similar traits and are prone to
behave the same way



13
Organizational Applications

Impression Management

Corporate Image- communicated through
recruitments ads, annual reports
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Applicant Impression
Management



Insert Table 3.2 Here
Corporate Image: which companies have best reputation?
Rank

Company

Admirable qualities
1 General
electric
Quick to adapt to changes, best talent mgt
2 FedEx Top delivery, great perks to employees service,
environment management
3 Southwest
Airlines
Low fairs, reliable service, one of the few
consistently profitable air carriers
4 Proctor &
Gamble
Huge investments in scientific research to make
everyday household products innovative,
promote diversity in workplace
5 Starbucks Generous treatment of employees, high quality
products
Source;
Fortune 2006
15
16
Learning: a relative permanent change in behavior
occurring as a result of experience
Operant Conditioning: the form of learning in which
people associate the consequences of their action s
with the action themselves


Insert Figure 3.12 Here
Behaviors with positive consequences are
acquired
Behaviors with negative consequences are
eliminated


17
18
Learning
Reinforcement Contingencies


Insert Table 3.4 Here
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Reinforcement
Fixed interval- rewards are given after a constant amount of
time has passed
Boss giving paychecks at the same exact time each week
Fixed ratio- rewards are given after a constant amount of
actions are performed
A farmer given 41 for every 4 boxes of fruit picked and packed
Variable interval- rewards given after a variable amount of
time has passed
Teacher gives a pop quiz an average of once a week but not
always on the same day
Variable ratio- rewards are given after a variable no. of actions
are performed
A slot machine pays a large jackpot on the average of once
per million plays
20
Learning
Observational Learning



21
Training
Definition
Varieties
Classroom Training
Apprenticeship Programs
Cross-Cultural Training
Corporate Universities
Executive Training Programs
E-Training
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Effective Training Keys
Participation

Repetition

Transfer of Training

Feedback
23
Organizational Behavior
Management
Discipline

Progressive Discipline

24
Disciplinary Measures
Continuum




25
Effective Discipline
Deliver Punishment Immediately After Undesirable
Response.
Give Moderate Levels of Punishment.
Punish Undesirable Behavior, Not Person.
Use Punishment Consistently Across Occasions.
Punish Everyone Equally for Same Infraction.
Clearly Communicate Reasons for Punishment.
Do Not Follow Punishment with Noncontingent
Rewards.