2. Perception and Attribution
Module 9
Perception
and
Attribution

3. 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.

4. Key Terms and Concepts Age stereotype Attribution process
Attribution theory
Defense mechanisms
Denial
Distortion
Motivation
Perception
Perceptual process
Premature closure
Projection
Pygmalion effect
Race stereotype
Self-fulfilling prophecy
Sex-role stereotype
Stereotypes

5. 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

6. 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

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

8. Perception and Perceptual Differences in Daily Life
The Perceptual Process
Physiological Factors
Past Experience
Codes of Past Experience
Psychological Factors
Motivation
Defense Mechanisms
Stereotypes

9. Perception and Perceptual Differences in Daily Life
(Continued)

10. Perception and Perceptual Differences in Daily Life
(Continued)

11. 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.

12. 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:
Consensus
Consistency
Distinctiveness

13. Perceptual Challenges in Management

14. Reducing Perceptual Differences 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

15. Summary ?
Questions