3-perception attitude and values

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