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Role of Perception

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The Role of Perception in the Decision Making Process
According to Robbins, S. (2005) “Perception is a process by which individuals organize and interpret their sensory impressions in order to give meaning to their environment”. The role of perception in the decision-making process goes beyond the five senses, touch, sight, smell, hearing, and taste. The representation of perception in decision-making is based on a person’s internal understanding and personal analysis of environmental observations combined with past experiences. Consequently, perception varies from one individual to the next. Many factors can influence or shape a person’s perception during the decision-making process. Robbins, S. (2005) identifies three types of aspects that manipulate perception: 1.)Factors in the Perceiver: Personal Characteristics

Attitudes: feelings, beliefs or behavioral tendencies towards specific people, ideas, objects etc. •Personality: individual behaviors, temperament, emotions or state of mind. •Motives: reasoning toward problem-solving or achieving a goal •Interests: selective concentration on personal likes or dislikes •Experience: knowledge gained from past involvements or exposure. •Expectations: what is hoped to be achieved.

2.)Factors in the Target: Observed Characteristics
Novelty: uniqueness.
Motion
Sounds
Size
Background
Proximity
Similarity
3.)Factors in the Situation:
Time
Work setting
Social setting
According to Robbins, S. (2005) organizational behavior (OB) is defined as “a field of study that investigates the impact that individuals, groups, and structure have on behavior within organizations, for the purpose of applying such knowledge toward improving an organization’s effectiveness.” Human beings, not machines, run organizations. For that reason, a person’s perception can have either a positive or a negative impact on an organizations behavior depending on the factors that influence his or her perceptions....