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Chapter 3

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Department
Commerce
Course
COMMERCE 1BA3
Professor
B A B A
Semester
Winter

Description
Commerce 2BA3Chapter 3 Perception Attribution and DiversityPerception The process of interpreting the messages of our senses to provide order and meaning to the environmentComponents of ReceptionThe PerceiverExperience needs and emotions can affect his or her perceptions of a targetExperience is one of the most important characteristics Perceptual defense The tendency for the perceptual system to defend the perceiver against unpleasant emotionsThe TargetInvolves interaction and additionThe perceiver does not or cannot always use all the information provided by the target The SituationAdds information to the targetSocial Identity TheoryA theory that states that people from perceptions of themselves based on their characteristics and memberships in social categoriesPerceptual ProcessPerception is selectivePerception is efficient and this efficiency can both aid and hinder our perceptual accuracyPerceptual constancy the tendency for the target to be perceived in the same way over time and across situationsPerceptual consistency the tendency to select ignore and distort cues in such a manner that they fit together to forma homogenous picture of the targetBasic Biases in Person PerceptionPrimary and Recency EffectsPrimary EffectThe tendency for a perceiver to rely on early cues or first impressionsRecency EffectThe tendency for a perceiver to rely on recent cues or last impressions
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