Perception is understood as the act of

seeing what is their to be seen

According to ROBINS, “perception is the

process by which individual organize

and interpret their sensory impression in

order to give meaning to their

environment.”

(1) Perception is the intellectual process.

(2) Perception is a psychological process.

(3) Perception is a subjective process.

Simple process

Perceptual inputs

•Stimuli

Perceptual throughputs

•Receiving-Selecting-Organizing-interpreting

Perceptual output

•Action

Complex process

Characteristics of stimuli inputs

•Perceptual inputs

•- Objective

•- Events

•- people

process Perceptual outputs

•Attitude

•Opinion

•Feelings

•value

Behaviour

• Characteristics of situation

Selection

organizationinterpretation

Characteristics of

perceiver

“learning is the process by which

behaviour are acquired. It is generally

agreed that learning individual changes

in behaviour and establishing

permanency in the charge.”

1) Learning involve a charge in behaviour

2) The behaviour change must be

relatively permanent.

3) The behavioural change must be based

on some form of practice or

experience.

4) The practice or experience must be

reinforced in order for learning to

action.

1) The principle of contingent reinforcement:-states that the reinforcement must beobserved only if the desire behaviour hasoccurred.

2) The principle of immediate reinforcement:-states the reinforcement will be musteffective if observed immediately after thedesire behaviour has occurred.

3) The principle of reinforcement size:- statesthat the larger the amount ofreinforcement more effect will beobserved.

“Personality is a set of characteristics and

tends that determine those common

things and difference in the behaviour

(thoughts, felling, and actions) of people

that have continuity in time and that

may not be easily understood as the

result of the social and biological

pressure of the movement.”

In short “personality refers to the set of

traits and behaviour that characterise an

individual.

Biological

Heredity

Brain

Psychological

Feature

Family & social

Home

environment

Family members

Social

group

Cultural Situational

“Attitude is the tendency to feel and

behave in a favourable or unfavourable

way towards some object, person or

ideas.

1) Affects behaviour.

2) It’s are aired through learning.

3) Invisible.

4) Pervasive(universal).

ATTITUDEDirect

experience with the object

Learning

Neighbourhood

Classical contioning &

attitude

Economic status & occupation

Operant conditioning &

attitude

Family & groups

Mass comunication