COMMERCE 1BA3 Lecture Notes - Lecture 3: Social Identity Theory, Selective Perception, Stereotype
Document Summary
Perception - process of interpreting the messages of our senses to provide order and meaning to the environment; sight, smell, touch, taste, hearing; act according to interpretation of reality. Ea. (cid:272)o(cid:373)po(cid:374)e(cid:374)t i(cid:374)flue(cid:374)(cid:272)es pe(cid:396)(cid:272)ei(cid:448)e(cid:396)(cid:859)s i(cid:373)p(cid:396)essio(cid:374)/i(cid:374)te(cid:396)p(cid:396)etatio(cid:374) of the ta(cid:396)get remain the same. Perceive ourselves & others as embodying the most typical attributes of a category (prototypes) Perceiver is very open to informational cues in the target and the situation. Perceiver actively seeks out cues to resolve ambiguity. As perceiver encounters familiar cues, crude categorization of target is made; followed from social identity theory (includes role of perceivers experience for familiarity of cues) Search for cues becomes less open and more selective. Perceiver searches for cues confirming categorization of target. As categorization becomes stronger, perceiver ignores/distorts cues violating initial perceptions: early categorization can be changed requires many strong contradictory cues. Perception is selective: use limited cues given special emphasis, efficient, but hinders accuracy.
