1. Perception Dr. Shih-Shin Chen Business Psychology
Dept. Health Care Management
NTUNHS

2. Visual Completion and Continuity
視覺的完成與延續
Three incomplete circles
One incomplete triangle
But most people see a triangle on top of three circles

3. Visual Completion and Continuity
視覺的完成與延續
The sides of the triangles may appear curved when the angles of the sections do not add up to 180 degrees

4. Visual Completion and Continuity
Our visual system attempts to structure what we see into patterns (熟悉的圖案) to make sense of (讓…有意義) information 4

5. What is Behind the Square?
People tend to automatically and spontaneously (自然而然的) perceive a full circle behind the square because it’s simple and familiar
But . . . 5

6. Illusory Lines A C B
ǁABǁ = ǁBCǁ ? 6

7. White Circles in the Intersections7

8. Rotating Wheels 8

9. The Rows of Squares Are Parallel
The vertical zigzag patterns (垂直的鋸齒狀圖案) disrupt our horizontal perception 9

10. The Rows of Squares Are Parallel
The vertical zigzag patterns disrupt our horizontal perception 10

11. The Mysterious Square
The pieces in both pictures are identical. Can you explain why the square is missing?
Top figure: 32 square units ( =32)
Bottom figure: 33 square units
Isn’t it supposed to be (135)/2 = 32.5 units? 11

12. The Mysterious Square
Although they can be assembled to form what appears to be a 5 × 3 right triangle
The long side (the hypotenuse 斜邊)of the these triangles is not a straight line. 12

13. Checker-Shadow Illusion (1)
The light check (B) is the same grey as the dark checks (such as A, C, D) outside the shadow D C 13

14. Checker-Shadow Illusion (2)
The light check (B) is the same grey as the dark checks (such as A, C, D) outside the shadow D C 14

15. Checker-Shadow Illusion (3)15

16. Psyche wird von den Winden entführt
Prud'hon, Pierre-Paul (1758 – 1823)
Psyche wird von den Winden entführt
(在西風的誘拐下)
Ascending
Spring to live
Flourishing
欣欣向榮 16

17. The Martyrdom of St. Bartholomew
José de Ribera (1588 – 1652)
The Martyrdom of St. Bartholomew
(St. Bartholomew的殉難)
Descending
Die down
Deteriorating
逐漸惡化 17

18. Office Sitting Arrangement
Resident V
Visitor
Formal
Throne R R V V
Client
Participative R R V V 18

19. Redesign of Exam Rooms Patient seating Patient sense of space
Patient/physician communication space
Sharing digital information with patients

20. Can you draw a 100 dollar bill
In-Class Exercise
Can you draw a 100 dollar bill 20

21. Definition of Perception
A process by which individuals organize and interpret their sensory impression (感官知覺) in order to give meaning to their environments
Why is it important
Because people’s behavior is based on their perception of what reality is (對事實的知覺), not on reality itself 21

22. Behavioral Important
The world as it is perceived (從知覺而得知的世界) is the world that is behaviorally important 22

24. 一個廣告人的生命啟示 Rory Sutherland

25. Selective Attention Stereotyping Halo Effect Self-fulfilling Prophecy
Perceptual Problems
Selective Attention
Stereotyping
Halo Effect
Self-fulfilling Prophecy

26. Selective Attention 羽婷是哪個賤人?
People selectively interpret what they see on the basis of their
Interest
Background
Experience
Attitudes
Selective Attention
羽婷是哪個賤人? 26

27. Selective Attention 27

28. Social Anxiety and Selective Attention
Hi’s felt the Cs (a female confederate) would prefer to interact less with them in the future than did the Low’s
Hi’s tend to underrate their performance, Low’s tend to overrate their performance 28

29. Social Anxiety and Selective Attention
(Hi/Low)
Perform. rating
(+/-)
Selective attention
Social cues
(社會線索)
(+/-) 29

30. Recognition of a Good Job
Supervisors’ view point
Subordinates’ view point
A pat on the shoulder 82%
Praise you sincerely 80%
More training opportunity 64%
Special treatment 52%
Give interesting job 51%
More responsibility 48%
13%
14% 9% 5%
10% 30

31. Stereotyping
Evaluate an individual based on our perception of the group or class to which the person belongs (此人所 屬的群體或階級) 31

32. Problems with Stereotyping
Mostly based on gender, age, race, ethnicity, and even weight
Ignores individual differences
You see what you expect to see 32

33. Halo Effect (月暈效應/光環效應)
The tendency to draw a general impression on the basis of a single characteristics
If a person were
If a person were
Intelligent
Intelligent
How is the person?
How is the person?
Industrious
Industrious
Skillful
Skillful
Practical
Practical
Determined
Determined
Warm
Cold 33

34. Halo Effect (月暈效應/光環效應)
New employee interview
Performance appraisal
Brand marketing
Honda Racing
志玲姊姊與華航 34

35. Lesson Learned from 15-second Interview
Due to stereotyping and halo effect, the interviewers have made up their mind by the time the interviewee has settled into a chair 35

36. Successful Job Interview

37. Brand Marketing: Halo Vehicles37

38. What’s wrong with the picture?38

39. Self-Fulfilling Prophecy
Pygmalion effect (比馬龍效應)
A false definition of the situation evokes a new behavior (誘發出新行為) which make the original false conception (原來的錯誤認知) comes true 39

40. Self-Fulfilling Prophecy
Four Principles
We form certain expectations of people
We communicate those expectations with various cues
People tend to respond to these cues by adjusting their behavior (調整他門的行為) to match them
The original expectation becomes true 40

41. Social Cues of Managers (1)
Pay less attention to lows
Smiling less and maintaining less eye contact
Give less information about business situation to lows
Provide lows with less detailed feedback 41

42. Social Cues of Managers (2)
Call on lows less often to state their opinions
Wait less time for lows to state their opinions
Interrupting lows more frequently
Criticize lows more frequently for mistakes 42

43. Self-Fulfilling Prophecy
The lower or higher performance of employees reflects preconceived leader expectations (領導者預設的期望) about employee capabilities
You see what you expect to see 43

44. Perception