HND – 6. Perception & Individual Decision Making. Lim Sei Kee @ cK. Perception. A process by which individuals organize and interpret their sensory impressions in order to give meaning to their environment. .
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HND – 6. Perception & Individual Decision Making
Lim SeiKee @ cK
A process by which individuals organize and interpret their sensory impressions in order to give meaning to their environment.
When individuals observe behavior, they attempt to determine whether it is internally or externally caused.
Distinctiveness: shows different behaviors in different situations.
Consensus: response is the same as others to same situation.
Consistency: responds in the same way over time.
Suggests that perceivers try to “attribute” the observed behavior to a type of cause:
People selectively interpret what they see on the basis of their interests, background, experience, and attitudes.
Drawing a general impression about an individual on the basis of a single characteristic
Evaluation of a person’s characteristics that are affected by comparisons with other people recently encountered who rank higher or lower on the same characteristics
Judging someone on the basis of one’s perception of the group to which that person belongs
Attributing one’s own characteristics to other people
ProblemA perceived discrepancy between the current state of affairs and a desired state.
Perception of the decision maker
DecisionsChoices made from among alternatives developed from data perceived as relevant.
Rational Decision-Making Model
Describes how individuals should behave in order to maximize some outcome.
The ability to produce novel and useful ideas
Individuals make decisions by constructing simplified models that extract the essential features from problems without capturing all their complexity.
Simpler than rational decision making, composed of three steps:
Source: A.J. Rowe and J.D. Boulgarides, Managerial Decision Making, (Upper Saddle River, NJ: Prentice Hall, 1992), p. 29.