8. mgmt2110_ch6_perceptions & decision making_part 2

7/23/2019 8. MGMT2110_Ch6_Perceptions & Decision Making_Part 2

http://slidepdf.com/reader/full/8-mgmt2110ch6perceptions-decision-makingpart-2 1/21

!"#" %&'( )*+,- . /,(#01- )234*5+*' 6 7"&'('89(:&#,(4 ;&' "#*(4<"(;"#= '(<(4&9 5&#,",&*(' 134 &# 3>(#

>3'"03# "# *2( ?&4@(0#= ,(>&4*?(#*A 8' 2( ;&9@(, "#*3 *2("#*(4<"(; 433?B 2( =3* & C+"5@ =9"?>'( 31 *;3 5&#,",&*('A

!&4@B 3#( 5&#,",&*(B ;&' D,4(''(, 134 '+55(''E "# &#

"??&5+9&*( '+"* &#, 0(A F"' 2&"4 ;&' >(41(5*9- =433?(,B &#,

2( 2&, & '9"=2* *&#A 8##&G(99(B *2( 3*2(4 5&#,",&*(B ;34( &<(4- 53#'(4<&0<( >&#*'+"* &#, H&* '23('A )2( 2&, 3# 9"I9(

?&@(+> &#, '2( 5&44"(, & 9&4=(B ;(99J;34# 2&#,G&=A 8K(4

L+'* & 1(; '(53#,'B 89(:&#,(4 2&, &''(''(, (&52 5&#,",&*(A

D!&4@ "' & =3J=(I(4BE 2( '&",A DM43G&G9- '"#=9( &#, &?G"03+'A

F(N99 ;34@ 2&4,B G+* 2( ?&- C+"5@9- '(( ?( &' &# 3G'*&59( *3

2"' '+55(''A 8##&G(99(B 23;(<(4B "' & *->"5&9 ?3?A )2(N99 '23;

+> 3# 0?( &#, 53?>9(*( *2( ;34@B G+* '2(N99 G( 3+* *2( ,334&* O<( 3# *2( ,3* *3 =(* 23?( *3 2(4 1&?"9-AE

P&4? Q> R:(45"'( . M9(&'( SR8T *2( !"#"J5&'(



UA T3 -3+ &=4(( ;"*2 !&#&=(4 89(:&#,(4N'

L+,=?(#*'V P2- 34 ;2- #3*V

WA F3; &55+4&*( ,3 -3+ *2"#@ 89(:&#,(4N'

L+,=?(#* "'V

!"#" %&'( )*+,- . /,(#01- )234*5+*' 6 7"&'('



"MS)



Chapter 6 Perceptions &

Individual Decision Making



8I4"G+03# R4434'

!!!!!!!!!!!!!!!!!!!! #$$%$

X2( *(#,(#5- *3 +#,(4('0?&*( *2( "#H+(#5(

31 (:*(4#&9 1&5*34' &#, 3<(4('0?&*( *2&* 31

"#*(4#&9 1&5*34' ;2(# ?&@"#= L+,=?(#*' 3#

3*2(4'N G(2&<"34 (A=A '&9(' >(4134?&#5(

!!!!!!!!!!!!!!!! &'()

Y55+4' ;2(# "#,"<",+&9' &I4"G+*( *2("4 3;#

'+55(''(' *3 "#*(4#&9 1&5*34' &#, >+* *2( G9&?(

134 1&"9+4(' 3# (:*(4#&9 1&5*34' (A=A (Z34* <'

9+5@[J\

Fundamental

Self-serving



%3??3# )234*5+*' Q'(, "# ]+,="#= Y*2(4'

•

""""""""""" #$%&$'()* . & >(45(>*+&9 O9*(4"#=>435('' G&'(, 3# "#*(4('*'B G&5@=43+#,B &#,&^*+,(A !&- &993; 3G'(4<(4' *3 ,4&; +#;&44&#*(,53#59+'"3#' 143? &# &?G"=+3+' '"*+&03#A

•

"""""" +,$&- . ,4&;"#= & =(#(4&9 "?>4(''"3# G&'(,

3# & '"#=9( 52&4&5*(4"'05A

•

"""""""""" +,$&-. . 3+4 4(&503# "' "#H+(#5(, G-3*2(4' ;( 2&<( 4(5(#*9- (#53+#*(4(, _*2( 53#*(:* 3

*2( 3G'(4<&03#`A•

/-$%$)-0'1*2 . L+,="#= '3?(3#( 3# *2( G&'"' 31 *2(>(45(>03# 31 *2( =43+> *3 ;2"52 *2(- G(93#=A

•

34 5''61&7()*8 (A=A R?>93-(( /#*(4<"(;aM(4134?&#5( (<&9+&03#[Jb

Selective

Halo

Contrast



X(&? T"'5+''"3#

F&' 89(:&#,(4 +'(, &#- 3#( 31 *2( 13993;"#=

'234*5+*' "# (<&9+&0#= *2( 5&#,",&*('V

UA )(9(50<( M(45(>03#

WA

F&93 RZ(5*

[A

%3#*4&'* RZ(5*

cA

)*(4(3*->"#=



%3??3# 7"&'(' &#, ]+,=?(#* R4434' "#

T(5"'"3# !&@"#=

2I>'dee;;;A-3+*+G(A53?e;&*52V<f58G,?g[gY;8



9)::)* 417.$. 7*; +%%)%. 1* <$&1.1)* =7>1*

?@ """"""""""""""" 417.

8' ?&#&=(4' &#, (?>93-((' G(53?( ?34(@#3;9(,=(&G9( &G3+* &# "''+(B *2( 9('' 9"@(9- *2(-&4( *3 ,"'>9&- 3<(453#O,(#5(

A@ """"""""""""" 417.

8 *(#,(#5- *3 O:&*( 3# "#"0&9 "#134?&03# &#, 1&"9*3 &,(C+&*(9- &,L+'* 134 '+G'(C+(#* "#134?&03#

B@ """""""""""""""" 417.

)((@"#= 3+* "#134?&03# *2&* 4(&h4?' 3+4 >&'*

523"5(' &#, ,"'53+#0#= "#134?&03# *2&*53#*4&,"5*' &'* +, ?(#*'

Overconfidence

Anchoring

Confirmation



%3??3# 7"&'(' &#, R4434'

C@ """""""""""""" 417.

X2( *(#,(#5- *3 G&'( L+,=?(#*' 3#"#134?&03# *2&* "' 4(&,"9- &<&"9&G9(

D@ +.&767()* )E 9)::1-:$*-

)*&-"#= ;"*2 & ,(5"'"3# (<(# ;2(# *2(4( "'59(&4 (<",(#5( *2&* "* "' ;43#=

F@ G7*;):*$.. $%%)%X2( *(#,(#5- 31 "#,"<",+&9' *3 G(9"(<( *2&*

*2(- 5&# >4(,"5* *2( 3+*53?( 31 4&#,3?

(<(#*' [JUi

Availability



%3??3# 7"&'(' &#, R4434'

H@ G1.> """""""""""

X2( *(#,(#5- *3 >4(1(4 & '+4( =&"# 31 &?3,(4&*( &?3+#* 3<(4 & 4"'@"(4 3+*53?(B (<(#

"1 *2( 4"'@"(4 3+*53?( ?"=2* 2&<( & 2"=2(4(:>(5*(, >&-3ZA

I@ """""""""" 417.

X2( *(#,(#5- *3 G(9"(<( 1&9'(9- *2&* ;( 53+9,2&<( &55+4&*(9- >4(,"5*(, *2( 3+*53?( 31 &#(<(#* &K(4 *2&* 3+*53?( "' &94(&,- @#3;#

averse

hindsight



8K(4 '*+,-"#= *2"' 52&>*(4B -3+ '23+9, G( &G9( *3d

UA T(O#( !"#$"%&'( &#, (:>9&"# *2( 1&5*34' *2&*

"#H+(#5( "*A

WA R:>9&"# 8I4"G+03# X2(34- &#, 8I4"G+03# R4434'A

[A /,(#01- *2( )234*5+*' "#,"<",+&9' +'( "# ?&@"#=

L+,=?(#*' &G3+* 3*2(4'A

cA 7"&'(' 6 R4434' "# T(5"'"3# !&@"#=d j"'* &#, (:>9&"#

*2( 53??3# ,(5"'"3# 7"&'(' 6 R4434'A

\A

R*2"5' 6 T(5"'"3# !&@"#=d %3#*4&'* *2( *24(( R*2"5&9T(5"'"3# %4"*(4"&A

bA %4(&0<"*- 6 T(5"'"3# !&@"#=d T(O#( $#")&*+,- &#,

,"'5+'' *2( X24((J)*&=( !3,(9 31 %4(&0<"*-A [JUW



X24(( R*2"5&9 T(5"'"3#

%4"*(4"&

?@ J(61-7%17*1.: _(A=A %&4 4(5&99`

– X2( 3+*53?( >43<",(' *2( =4(&*('* =33, 134*2( =4(&*('* #+?G(4

A@ """""""" _(A=A 4"=2* 31 14(( )>((52`

– ?&@( ,(5"'"3#' 53#'"'*(#* ;"*2 1+#,&?(#*&99"G(40(' &#, >4"<"9(=('

B@ """"""""" _(A=A )&?( ;&=(`

– "?>3'( &#, (#1345( 4+9(' 1&"49- &#, "?>&40&99-'3 *2&* *2(4( "' (C+&9 ,"'*4"G+03# 31 G(#(O*'

&#, 53'*'

Justice

Rights



T(5"'"3# !&@"#= 6 %4(&0<"*-



P2&* "' %4(&0<"*-V

/0" )1+2+,- ,' %#'34$" !!!!!! )(3 !!!!!!!

+3")56

novel useful



R:&?>9(' "# 7+'"#(''

• jNY4(&9 >+*' ?&#&=(4' *243+=2 54(&0<(

(:(45"'(' '+52 &' 533@"#= 34 ?&@"#= ?+'"5

•

Q#"<(4'"*- 31 %2"5&=3 4(C+"4(' !78 '*+,(#*'

*3 ?&@( '234* ?3<"(' &G3+* *2("4 (:>(4"(#5('



P2&* "' %4(&0<"*-V [J)*&=( !3,(9

9%$7(K$ 3L-&):$.

M)K$6-0 J.$EL6*$..

""""""" """" +K76L7-$ """""

9%$7(K$ #)-$*(76 9%$7(K$ """""""""""environment

problem information idea



X(&? T"'5+''"3#

UA /# -3+4 *(&?B ,"'5+'' ;2&*N' 3#( *2"#= -3+N,

9"@( *3 D52&#=(E &* Q)X &#, *2+' *3 ?&@( &

5399(50<( ,(5"'"3# 3# D54(&0#=E '3?(*2"#=

#(;V

WA

Q'( *2( X24((J)*&=( !3,(9 31 %4(&0<"*- *3

(:>9&"# *2( %4(&0<( Y+*53?(a %4(&0<(

7(2&<"34' &#, %&+'(' 31 %4(&0<( G(2&<"34'A

[A )2&4( -3+4 ",(&' ;"*2 *2( 59&''A



%4(&0<"*- 6 T(5"'"3# !&@"#=

%4(&0<"*- &993;' ,(5"'"3# ?&@(4 *3 1+99-

&>>4&"'( &#, +#,(4'*&#,"#= >43G9(?'B

"#59+,"#= """"""" """"""")-N$%. &7*O- .$$Asee problems



k+('03#' 134 l(:* j(5*+4(

UA P2&* "' %3??+#"5&03# &#, *2(%3??+#"5&03# #%)&$..V

WA P2&* &4( ;)P*P7%;Q L'P7%;Q 7*; 67-$%76

53??+#"5&03#V %&# -3+ >43<",( (:&?>9(' 134(&52V

[A P2&* &4( *2( 53??3# R7%%1$%. *3 (Z(50<(

53??+#"5&03#VcA %&# -3+ ",(#01- '3?( >3*(#0&9 >43G9(?' "#&%)..S &L6-L%76 53??+#"5&03#V



7"8+(3"#9 :'*+" 34" ,'3)- ;<=>=?

l3 %9&'' 3# X2+4',&- _Y5* U`

)(( -3+ #(:* X+(',&-m

8. mgmt2110_ch6_perceptions & decision making_part 2

Documents