Nature of perception, characteristics of perciever, situation & target

1. Nature Of Perception, Characteristics
Of Perceiver, Target & Situation
Dr. G C Mohanta, BE, MSc(Engg), MBA, PhD(Mgt)
Professor

2. Perception
Perception is a process by which
individuals organize and interpret their
sensory impressions in order to give
meaning to their environment.
People’s behavior is based on their
perception of what reality is, not on
reality itself.
The world as it is perceived is the world
that is behaviorally important.

3. 3
Nature of Perception
Perception.
 The process by which people select, organize,
interpret, retrieve, and respond to information.
 Perceptual information is gathered from:
 Sight.
 Hearing.
 Touch.
 Taste.
 Smell.

4. © 2008 by South-Western, a division of Cengage
Learning 3-4
A Model for Social Perception

5. 5
Factors influencing Perception
Characteristics of the perceiver.
Characteristics of the target.
Characteristics of the situation.

6. 6
Characteristics of Perceiver
The perceptual process is influenced by
the perceiver’s:
 Past experiences.
 Needs or motives.
 Personality.
 Values and attitudes.

7. 7
Characteristics of the Situation
The perceptual process is influenced by
the situation’s:
 Physical context.
 Social context.
 Organizational context.

8. 8
Characteristics of the Target
 The perceptual process is influenced by
characteristics of the perceived person, object,
or event, such as:
 Contrast.
 Intensity.
 Figure-ground separation.
 Size.
 Motion.
 Repetition or novelty.

9. 9
Stages of the perceptual
process
Information attention and selection.
Organization of information.
Information interpretation.
Information retrieval.

10. 10
Information attention and
selection
Selective screening.
 Lets in only a tiny proportion of all the
information that bombards a person.
Two types of selective screening.
 Controlled processing.
 Screening without perceiver’s conscious
awareness.

11. 11
Organization of information
Schemas
A schema is a mental concept which
informs a person about what to expect
from a variety of experiences and
situations.
Schemas are developed based on
information provided by life experiences
and are then stored in memory.

12. 12
Information interpretation
Uncovering the reasons behind the ways
stimuli are grouped.
People may interpret the same
information differently or make different
attributions about information.

13. 13
Information Retrieval & Response
to Perceptual Process
Information Retrieval
 Attention and selection, organization and interpretation
are part of memory.
 Information stored in memory must be retrieved in
order to be used.
Response to perceptual process
 Thoughts.
 Feelings.
 Actions.