COMMERCE 1BA3 Chapter Notes - Chapter 3: Social Identity Theory, Subjective Constancy, Confirmation Bias
22 Sep 2016
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Process of interpreting messages of our senses. To provide order and meaning to environment. You: perceiver"s needs, emotions, experiences: problem: perceptual defense, see what you want to see. Them/it: target, clearer targets will have more similar perceptions. Based on membership in social categories (social identity) Perceive members of own categories as similar, whereas members of other categories are different. Unfamiliar target > openness to cues > familiar cues encountered > target categorized. New co-worker > observation, search for info, co-worker is stanford graduate with good grades > co-worker is good man with great potential > poor performance ignored or distorted > co-worker still good man with great potential. Confirmation bias makes it hard to change perceptions. Primacy and recency effects: primacy: first impression, recency: last thing. Reliance on central traits: putting too much weight on things important to you. Implicit personality theories: belief some traits go together. Projection: assume others think like you.
