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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