4. Perception Flashcards
Perception
process by which individuals interpret and organise their sensory impressions to give meaning to their environment
Relationship-based categorisation
perception by family resemblance (Easterners)
Rule-based categorisation
perception by rule (Westerners)
Holistic perception
prefer to see entire field including focal object and environment (E)
Analytic perception
prefer to observe focal object and analyse (W)
Organisation by functions
focus on specialisation, division of labour, lack of consideration of cross-function collaborations or “relationships” between functions
Matrix organisation
organisational structure that focuses on cross-functions
Takeaways of Gorilla Experiment
shows that our perception is selectively picking up information, we pay attention to the most relevant, important information. Unlikely to trust as our perception loses too much information
Rationality model
– making sound decisions to achieve given goal within limits imposed by conditions and constraints 1. Define the problem 2. Identify the decision criteria 3. Allocate weights to the criteria 4. Develop the alternatives 5. Evaluate the alternatives 6. Select the best alternative Unlikely to be possible as our cognitive capacity is limited, and limited availability of information
Bounded Rationality
rationality is limited when individual’s make decisions
• This is because our cognitive capacity is limited, and we make decisions by considering limited amount of information.
• We generate alternatives from our experience, not by gathering and analysing outside information
• We select solutions that are satisfactory and sufficient
Typical Perception Biases (5)
Availability, Anchoring, Hindsight, Escalation of Commitment, Randomness Errors
Availability Bias
base judgments on information readily available to them
Anchoring Bias
fixate on initial information, from which one then fails to adjust adequately for subsequent information
Hindsight Bias
believe falsely that after an outcome, they would have accurately predicted that outcome
Escalation of Committment
increased commitment to a previous decision despite negative information