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COMM 251 (19)
Chapter 3

COMM251 Chapter 3.docx

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Department
Commerce
Course
COMM 251
Professor
Erica Carleton
Semester
Winter

Description
COMM251ReadingsWeek 3Chapter 3 Perception and Learning in OrganizationsPerception process of receiving information about and making sense of the world around us Entailsodeciding which info to noticeoCategorizing infooHow to interpret info within framework of our existing knowledge The Perceptual ProcessSelective Attention process of attending to some information received by our senses and ignoring other information oSA influenced by char Of person or object being perceived particularly its size intensity motion and repetition and noveltycontext the target is perceived inoSA triggered by thingspeople who might be out of contextSA occurs largely unconsciously oWhen info is received brain quickly and unconsciously assesses whether it is relevant or irrelevant then attaches emotional markers worry happiness boredom to that infooEmotional markers help us store info in memoryalso reproduce emotions when subsequently thinking about that info oAutomatic selection process far from perfectEg confirmation bias tendency to seek out info that confirmssupportsfavours selfconceptalso screens out info contrary to our values and assumptions SA also influenced by our assumptions and conscious anticipation of future events oTend to select info consistent with formed opinionstheories about something and ignore contrary information The two mentioned biases pertain to SELECTIVE ATTENTION for exam purposes Perceptual Organization and InterpretationPeople make sense of info even before they become aware of itpartly includes CTo1 Categorical thinking organizing people and objects into preconceived categories stored in our longterm memory CT relies on a variety of automatic perceptual grouping principles 1 similarity proximity2 cognitive disclosurefilling in missing info about what happened at a meeting you didnt attend3 third form of grouping occurs when we think we see trends in otherwise ambiguous information o2 Interpreting incoming information Emotional markers are tagged to incoming stimuli which are essentially quick judgments about whether that information is good or bad for us Selective attention as well as perceptual organization and interpretation operate very quickly and to a large extent without our awareness Mental ModelsMental models visual or relational images in our mind representing the external world
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