Module 9

Perceptionand

Attribution

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Learning Objectives

1. Appreciate the complex nature of the perceptual process.2. Describe the perceptual process, and the internal and external

determinants of individual perception.3. Appreciate the impact that perceptual problems have on organizational

life.4. Understand your own perceptual process and barriers to accurate

perception.5. Describe how the attribution process influences perception and

individual behavior.6. Gain insights into the role that Pygmalion and self-fulfilling prophecy

can play in the perceptual process at work.7. Identify the basic managerial actions that can help overcome the barriers

for accurate perception.

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Key Terms and Concepts

Perceptual process

Premature closure

Projection

Pygmalion effect

Race stereotype

Self-fulfilling prophecy

Sex-role stereotype

Stereotypes

Age stereotype

Attribution process

Attribution theory

Defense mechanisms

Denial

Distortion

Motivation

Perception

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Module Outline

• Premodule Preparation

• Introduction

• Perception and Perceptual Differences in Daily Life

• The Pygmalion Effect

• Attribution Theory

• Perceptual Challenges in Management

• Reducing Perceptual Differences and Distortion

• Summary

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Premodule Preparation

Activity 9-1: Exploring Perceptual Issues via Dan Dunwoodie’s Challenge

Objective:

To have small groups identify and define the problem in a case study so that the process can be studied through the analysis of contrasting results presented by the groups.

Case Study: Dan Dunwoodie’s Challenge

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Introduction

Perception and attribution provide a framework and a useful tool for understanding effectiveness at the individual, group, intergroup, and organizational levels.

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Perception andPerceptual Differences in Daily Life

• The Perceptual Process

• Physiological Factors

• Past Experience- Codes of Past Experience

• Psychological Factors- Motivation

- Defense Mechanisms

• Stereotypes

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Perception andPerceptual Differences in Daily Life

(Continued)

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Perception andPerceptual Differences in Daily Life

(Continued)

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The Pygmalion Effect

The Pygmalion effect dramatically demonstrates the influence of perception and expectation on the potential of people to grow, or not to grow, depending on the labels accorded them.

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Attribution Theory

Attribution theory focuses on process where individuals interpret events.

Perceived causes of events, not actual events, influence individuals’ behavior.

Attribution process includes four phases: (1) A particular behavioral event triggers a cognitive analysis that (2) focuses on what causes the event, (3) followed by a modification or reinforcement of previous assumptions of causality that (4) leads to behavioral choices regarding future behavioral events.

In making attributions, people focus on:ConsensusConsistencyDistinctiveness

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Perceptual Challenges in Management

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Reducing PerceptualDifferences and Distortion

Reducing the differences:

Step 1: Recognize the condition

Step 2: Help individuals gain better competencies in:

• gathering factual data in the areas of performance, behavior, attitudes

• reviewing their decision-making assumptions and outcomes

• verifying them for validity and accuracy

Step 3: Develop organizational mechanisms that will nurture dialoguing and appreciative inquiry

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Questions

Summary