3-perception attitude and values
TRANSCRIPT
PERCEPTION, ATTITUDE & VALUES1. Perceptual processes2. Effect of perception on individual decision
making3. Attitude and behaviour4. Sources of value5. Effect of values on attitude and behaviour6. Effects of perception, attitudes and values
on work performance
PERCEPTUAL PROCESSES
Perception The process by which
an individual selects, organizes and interprets stimuli into a meaningful and coherent picture of his environment
PERCEPTUAL PROCESSES
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PERCEPTUAL SELECTIVITYExternal Attention Factors1.Intensity2.Size3.Contrast4.Repetition5.Motion6.Novelty & familiarity
PERCEPTUAL SELECTIVITYInternal Set Factors1.Initial learning2.Motivation3.Personality
FACTORS INFLUENCING PERCEPTION
PERCEPTION OF AN INDIVIDUAL
CHARACTERISTICS OF PERCEIVER
AttitudesMotivesInterests
ExperienceExpectations
CHARACTERISTICS OF TARGET
NoveltyMotivesSoundSize
Background Proximity
CHARACTERISTICS OF SITUATION
Time Work EnvironmentSocial Environment
PERCEPTUAL SELECTIVITY1. Perceptual Grouping
ClosureContinuityProximitySimilarity
1. Perceptual Constancy2. Perceptual Context3. Perceptual Defense
SOCIAL PERCEPTION1. Attribution2. Stereotyping3. The Halo Effect
PERCEPTION APPLIEDNATIONAL FLAGSADVERTISINGMARKETINGPOSITIONINGMOVIE PROMOTION CAMPAIGNSPUBLIC RELATIONSLOGOSSOCIAL AWARENESSPOLITICS
PERCEPTION IN ADVERTISINGAssociating product with a certain emotion
LovePride, self esteemHunger and thirstComfortStatus
Associating organization with strong social valuesPatriotismCharityEnvironment friendlyPeace and harmony
ATTITUDEAttitude
A state of mind with a tendency to feel and behave in a particular way towards objects, people or events.
Attitudes structure can be described in terms of three components.
Affective component: this involves a person’s feelings / emotions about the attitude object. For example: “I like public speaking”.
Behavioural component: the way the attitude we have influences how we act or behave. For example: “I will grab every opportunity to speak in public”.
Cognitive component: this involves a person’s belief / knowledge about an attitude object. For example: “I believe public speaking is important for my career.”
FUNCTIONS OF ATTITUDEDaniel Katz (1960) outlines four functional areas: Knowledge. Knowing a person’s attitude helps us
predict their behaviour. For example, knowing that a person is religious we can predict they will go fast on certain days.
Self / Ego-expressive. The attitudes we express (1) help communicate who we are and (2) may make us feel good because we have asserted our identity.
Adaptive the adaptive functions helps us fit in with a social group and develop similar attitudes to those they like.
The ego-defensive function refers to holding attitudes that protect our self-esteem or that justify actions that make us feel guilty.
ATTITUDE AND BEHAVIOURLeon Festinger’s Cognitive Dissonance
Theory1.Cognitive Dissonance2.Emotional Dissonance
Individuals are uncomfortable with any kind of inconsistency and try to reduce this dissonance and discomfort.
Values
Values are basic convictions about what is right and wrong.
Values
Importance of values – Values are Important to the study of organisational bahaviour.
Values generally influence attitudes and behavior.
Factors Affecting Values
Social Factors
Personal Factors
Family Factors
Values
Values differ between generations.
Values differ between regions.
Values differ between cultures.
Values
Terminal values are the end-state we hope to achieve in life.
Instrumental values are means of achieving these terminal values.
Terminal and Instrumental Values in Rokeach Value Survey
Terminal values
A comfortable lifeAn exciting lifeA sense of
accomplishmentA world at peaceEqualityFamily security
Instrumental values
AmbitiousBroad-mindedCapableCheerfulCleanCourageous
Responses to Job Dissatisfaction.
Active
Passive
ConstructiveDestructive
Loyalty
Exit
Neglect
Voice