6-1

Chapter Six

Perception and
Attribution

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 6-2

Learning Objectives
• Define the overall nature of perception, explaining how
it differs from sensation
• Discuss perceptual selectivity and organization
• Identify the dimensions of social perception including
stereotyping and halo
• Explain the attribution process
• Examine the processes and strategies of impression
management

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 6-3
The Subprocesses Of Perception

STIMULUS OR SITUATION PERSON

External
Environment
Confrontation
Registration Interpretation Feedback
of specific
Physical of stimulus of stimulus for clarification
stimulus
Sociocultural
Behavior
BEHAVIOR (overt or
covert)

Consequence
CONSEQUENCES (reinforcement,
punishment)

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 6-4
The Contrast Principle Of Perception

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 6-5
The Role That Learning Plays In Perception

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 Kelly’s Model Of Attribution 6-6

Type of Information/ Attribution

Example of Organizational Behavior
Observation Made
Coworkers are also performing
High consensus
poorly on this task

External
The subordinate does not do
(situational or
well on this task during only Low consistency
environmental
one time period
factors)
The subordinate does well on
High distinctiveness
other tasks, but not this one

Coworkers are performing

Low consensus
very well on this task
Internal
The subordinate does not do (personal
High consistency
well on this task at any time factors)

The subordinate does

poorly on other tasks as Low distinctiveness
well as this one
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 6-7
Impression Management Strategies

Accounts Apologies Entitlements Enhancements

Demotion- Promotion-
Preventative Enhancing
Strategy Strategy

Disassoci- Obstacle Association

ation disclosures

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 6-8
Comparing Organizations On The
Basis Of Dress

High Pittsburgh
Disneyland
Steelers

U.S. Army
Conspicuousness

Brink’s Security
Burger King Agency

Hospital

Insurance Wall Street

Agency Traders

University
Low
Random Stratified Complete
Heterogeneity Homogeneity Homogeneity
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