PR 662 Lecture Notes - Lecture 83: Stereotype, Bounded Rationality, Decision-Making

• School: Ball State University
• Department: Public Relations
• Course: PR 662
• Professor: Dr. Lee

Document Summary

Shortcuts used in judging others: selective perception a perceptual filtering process based on interests, background, and attitude. There are some frequently used shortcuts in judging others. People will utilize past experience, their attitudes and their interests to interpret information on their own biases, often misperceiving the situation. Judgment can also utilize the halo effect where they will draw generally favorable impressions about an individual with a single characteristic is positive. The opposite is true when they draw unfavorable impressions about an individual based on a single negative characteristic, this is called the horn effect. Contrast effects occur when we are making judgments about an individual and comparing them to other individuals we have recently encountered. Stereotyping is when we judge someone on the basis of perception of the group to which he or she belongs. Heuristics (shortcuts: rules of thumb that simplify the process of making decisions.