7.

Risk-Taking:
 People differ in their willingness to take chance.
 Their propensity to assume or to avoid risk has been shown to have impact on how
long it takes manager to take decision and how much information they require.
 A high risk taking propensity may lead to more effective performance for stock trader
in a brokerage firm.
 On the other hand, this personality characteristic might prove a major obstacle to
accountant performing auditing activities.

8. Self-Monitoring:
 Another personality trait that have received increased attention is called self-
monitoring. It refers to an individual ability to adjust his/her behavior to external
factors.

9. Type A & Type B

 Type A people are highly competitive, self-critical. They continuously strive for goals
without paying much attention to efforts and accomplishments. Type B individuals are
usually more tolerant, relaxed, reflective than Type A.
CHAPTER 3
PERCEPTION
Meaning & Definition
Factors influencing perception
Perceptual process
The process of Interpreting
Attribution Theory
When Perception fails
Perception and OB

Meaning:
In simple term. Perception is understood as the act of seeing what is there to be seen. But what is seen is
influenced by
1. Individual
2. Object
3. Situation.
Perception includes all those processes by which an individual receives information about the environment –
seeing, hearing, feeling, tasting & smelling.

PERCEPTION AND SWMANTICS:

Great deal of confusion.
Sometimes used as synonyms.
It may be stated that the study of sensation is concerned with initial contact between organisms and their
physical environment. The raw sensory inputs are of no consequences – they need to be processed and
interpreted. This is the job of perception.

PERCEPTION: INHERITED OR LEARNT?

Normal perception to some extent is learnt. Example: Young animal/child exposed to visual cliff. The result of
this experiment suggest that perception is either innate or learnt at a very early stage in .
 PERCEPTION PROCESS:

Perception is the process of receiving & interpreting stimuli. Perception process begins when stimuli are
received through sensory organs. Most stimuli are screened out; the rest are organized & interpreted based
on various information-processing activities. The outcomes of the process are COVERT & OVERTBEHAVIOURS.

Step 1: RECEIVING STIMULI

 We are constantly bombarded with various stimuli. These stimuli enter our organisms through the
sensory organ-VISION, HEARINGSMEL, TOUCH, TASTE & KINAESTHESIS.
 Stimuli can be INTERNAL OR EXTERNAL.
EXAMPLE: External – Light waves, Sound Waves, Mechanical energy or pressure.
Internal – energy generated by muscle, food passing through digestive system etc.
 When deprived of sensory stimulation, people suffer from DISORIENTATION, CONFUSION, & EMOTIONAL
DISTRUBANCE

Step 2: SELECTING STIMULI

Not all the stimuli received by human organism are accepted by it. Some stimuli are noticed other are
screened out. The process of filtering information received by our senses is called selecting stimuli or selective
attention.

External factor influencing selection:

Nature: By nature, we mean whether the object is visual or auditory and whether it involves picture, people or
animal. It is well known that picture attracts attention more readily than words.

Location: The best location of a visual stimulus for attracting attention is directly in front of the eyes and in
center of the page.

Colour: Colour has psychological impact on individual. Colour is used to attract attention and portray realism.

Size: Can influence perceptual selectivity by influencing the attractiveness of the perceiver. E.g.,
Large letters in books grab the attention of the readers and they tend to read the entire text
before reading it.
Contrast The contrast principle states that external stimuli which stands out against the background will
receive more attention. Example; The black circle on right appear larger than one on left because of
background circle.

Repetition: Repeatedly the external stimulus is attracting more than one attention.

Motion: Moving objects attract more attention than stationary objects. E.g., TV commercials get
more attention than print ads. All these factors should be used judiciously.