“ WE DON’T SEE THINGS AS THEY

ARE, WE SEE THINGS AS WE ARE.”

 Perception

Perception is the process by which

people select, organise and interpret
information to form a meaningful
picture of the world .

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 Nature of perception
From definition it is clear that:
It is a subjective process. Different people
see the same thing different according to
their value judgment.
It is the foundation of human behaviour.
People behave as they see the situation
and perceive it to be the best in their
interest.

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 Importance of perception
It helps managers in understanding human
behaviour because people behave as they
see the facts.
If people perceive things differently, it may
result in misperception which can arouse
conflicts in the organisation.
It affects managers tendency to evaluate
the performance of employees.

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The Perceptual Process

1. Sensation 3.Organization
 An individual’s ability to  The process of placing
detect stimuli in the selected perceptual
immediate stimuli into a
environment. framework for
2. Selection “storage.”
 The process a person 4.Translation
uses to eliminate some  The stage of the
of the stimuli that have perceptual process at
been sensed and to which stimuli are
retain others for further interpreted and given
processing. meaning.
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 Factors Influencing Perceptual
Selectivity

External Attention Internal Set Factors

Factors
 Intensity  Learning and
Perception
 Size
 Contrast  Motivation and
 Repetition Perception
 Motion  Personality and
 Novelty and Perception
 familiarity
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 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

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 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 God is great

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 External Attention Factors
 Contrast: According to the principles of
contrast, the stimuli that contradict most with
the background or the expectations of people
receive maximum attention.

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 External Attention Factors Contd…

Motion:
People gives more attention to moving
objects than the stationery objects.
Example:
Moving object Stationery object

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 External Attention Factors Contd…
Repetition
The more number of
times a stimulus is
repeated, the more it
is likely to be noticed
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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 and Perception:

Learning by itself plays a major role in
developing the perceptual set.

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 Motivation and
Perception:
Personality and
The primary Perception:
motives:
Personality of a
Hunger and Thirst
person influence
The secondary perception
motives:
The need for
power, The need
for affiliation and
The need for
achievement
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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 impressions about an individual on the basis of a

single characteristics.

Stereotyping :

Judging someone on the basis of one’s perception of the group to

which that persons belongs

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 Perceptual mapping
Perceptual mapping is
a diagrammatic technique used by
asset marketers that attempts to visually
display the perceptions of customers or
potential customers. Typically the
position of a product, product line, brand,
or company is displayed relative to their
competition.

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