1

!"#$ &&&' ()*+,-./0,) *,

1+23)4530,)36 7893:4,.+
Sesslon 3: ercepuon
Prof. Christine Bataille
September 11, 2013

1
Learnlng Cb[ecuves
1. ulsungulsh beLween Lhe concepLs of soclal percepuon
and soclal ldenuLy
2. Lxplaln how Lhe aurlbuuon process works and
descrlbe Lhe varlous sources of blas ln soclal
percepuon
3. undersLand how Lhe process of soclal percepuon
operaLes ln Lhe conLexL of performance appralsals,
employmenL lnLervlews, and Lhe culuvauon of
corporaLe lmages
2
WhaL ls Soclal ercepuon?
! Soclal percepuon ls Lhe process of comblnlng,
lnLegraung, and lnLerpreung lnformauon
abouL oLhers Lo galn an accuraLe
undersLandlng of Lhem.
" Pow we come Lo [udge and undersLand Lhe people
and Lhlngs wlLh whlch Lhey come lnLo conLacL
3
wbot ls be/sbe llke?
ldenuLy 1heorles
! letsoool lJeouty. Lhe characLerlsucs LhaL dene a
parucular lndlvldual
! 5oclol lJeouty. who a person ls, as dened ln
Lerms of hls or her membershlp ln varlous groups
! 5oclol lJeouty tbeoty. a concepLuallzauon
recognlzlng LhaL Lhe way we percelve oLhers and
ourselves ls based on boLh our unlque
characLerlsucs (personal ldenuLy) and our
membershlp ln varlous groups (soclal ldenuLy)
2
;8+<,)36
(-8)0*=
Soclal ldenuLy 1heory
5
>,/436
(-8)0*=
lnLeresLs
Ablllues
1ralLs
!"# %& '(
Cender
nauonallLy
8ellglon
Cccupauon
Soclal ldenuLy 1heory: An Lxample
Categorization
Social Comparison
Positive self esteem
out of group
membership

Basic psychological
processes:
I am better than
other individuals

My group is
superior to other
groups
7
WhaL ls Aurlbuuon?
! %)*+,-.#/
" 1he process Lhrough whlch lndlvlduals
auempL Lo deLermlne Lhe causes behlnd
oLhers' behavlor.
wby Jo people bebove tbe woy
tbey Jo?
8
CorrespondenL lnferences
IoJqmeots oboot peoples Jlsposluoos, ttolts, ooJ
cbotoctetlsucs, tbot cottespooJ to wbot we bove
obsetveJ of tbelt ocuoos.
3
Causes of 8ehavlour
! lotetool causes of behavlour are explanauons based
on acuons for whlch Lhe lndlvldual ls responslble
" 1ralLs: lnLelllgence, greed, frlendllness, or lazlness

! xtetool causes of behavlour are explanauons
based on slLuauons over whlch Lhe lndlvldual has no
conLrol
" SlLuauonal facLors: 8ad weaLher, Lramc, broken
equlpmenL

9
10
kelley's 1heory of Causal Aurlbuuon
! 1he approach suggesung LhaL people wlll belleve
oLhers' acuons Lo be caused by lnLernal or exLernal
facLors based on Lhree Lypes of lnformauon:
" 0#/12/1-13 lnformauon regardlng Lhe exLenL Lo whlch
oLher people behave ln Lhe same manner as Lhe person
belng [udged
" 0#/1+142/563 lnformauon regardlng Lhe exLenL Lo whlch
Lhe person belng [udged acLs Lhe same way aL oLher
umes
" 7+1./5.82/2113 lnformauon regardlng Lhe exLenL Lo
whlch a person behaves ln Lhe same manner ln oLher
conLexLs
Aurlbuuon
! ln a glven slLuauon, Lhree lmpllclL quesuons gulde us ln
deLermlnlng wheLher we should aurlbuLe behavlour Lo
lotetool or extetool causes:
1. uo mosL people behave ln Lhe same manner as Lhls person?
(cooseosos)
" Low consensus leads Lo lnLernal aurlbuuon
2. uoes Lhe person acL Lhls way aL oLher umes? (cooslsteocy)
" Plgh conslsLency leads Lo lnLernal aurlbuuon
" Low conslsLency leads Lo exLernal aurlbuuon
3. uoes Lhe person behave ln Lhe same manner ln oLher
conLexLs? (ulsuocuveoess)
" Low dlsuncuveness leads Lo lnLernal aurlbuuon
" lf behavlour occurs ln only one slLuauon, leads Lo exLernal
aurlbuuon

11
12
1he Aurlbuuon rocess
4
13
ercepLual 8lases
! redlsposluons LhaL people have Lo
mlspercelve oLhers ln varlous ways
! 1ypes of ercepLual blases lnclude:
" lundamenLal aurlbuuon error
" Palo eecL
" Slmllar-Lo-me eecL
" llrsL lmpresslon error
" Selecuve percepuon
" llrsL lmpresslon error
" Self-fullllng prophecles
14
Cvercomlng 8lases
# uo noL overlook Lhe
exLernal cases of oLhers'
behavlors
# ldenufy your sLereoLypes
# LvaluaLe people based on
ob[ecuve facLors
# Avold maklng rash
[udgmenLs
SLereoLypes
! 5teteotype. bellef LhaL all members of speclc
groups share slmllar LralLs and are prone Lo
behave Lhe same way
" CaLegorles lnclude: race, age, gender, eLhnlc
background, soclal class, and occupauon
! 1hree speclc aspecLs Lo sLereoLyplng:
" ulsungulsh some caLegory of people
" Assume lndlvlduals ln Lhls caLegory have cerLaln
LralLs
" ercelve LhaL everyone ln Lhls caLegory possesses
Lhese LralLs
15
16
lundamenLal Aurlbuuon Lrror
1he Lendency Lo aurlbuLe
oLhers' acuons Lo lnLernal
causes (e.g., Lhelr LralLs) whlle
largely lgnorlng exLernal
facLors LhaL also may have
lnuenced behavlor.
5
17
Palo LecL
1he Lendency for our overall
lmpresslons of oLhers Lo aecL
ob[ecuve evaluauons of Lhelr
speclc LralLs, percelvlng hlgh
correlauons beLween
characLerlsucs LhaL may be
unrelaLed.
" 1eom bolo e[ect: Lhe
Lendency for people Lo credlL
Leams for Lhelr successes, buL
noL Lo hold Lhem accounLable
for Lhelr fallures
18
Slmllar-Lo-Me LecL
1he Lendency for people
Lo percelve ln a posluve
llghL oLhers who are
belleved Lo be slmllar Lo
Lhemselves ln any of
several dlerenL ways.
8loseJ petfotmooce
tevlews
19
Selecuve ercepuon

1he Lendency Lo
focus on some
aspecLs of Lhe
envlronmenL whlle
lgnorlng oLhers.
8ranlac vldeo
! CounL Lhe number of umes Lhe black
lunch box lndlcaLed by Lhe narraLor ls
passed beLween Lhe people ln Lhe
vldeo
6
21
llrsL lmpresslon Lrror
1be teoJeocy to bose oot joJqmeots of otbets oo oot
eotllet lmptessloos of tbem.
22
Self-lullllng rophecy
! 92:;<=-:>::+/? @*#A"256: 1he Lendency for someone's
expecLauons abouL anoLher Lo cause LhaL person Lo
behave ln a manner conslsLenL wlLh Lhose expecLauons
" @6?&B:+#/ CD254: A posluve lnsLance of Lhe self-fullllng
prophecy, ln whlch people holdlng hlgh expecLauons of
anoLher Lend Lo lmprove LhaL lndlvldual's performance
Managers should ptomote Lhls eecL!
" E#:2& CD254: A negauve lnsLance of Lhe self-fullllng
prophecy, ln whlch people holdlng low expecLauons of
anoLher Lend Lo lower LhaL lndlvldual's performance
Managers should Jlscootoqe Lhls eecL!
23
Self-lullllng rophecy
24
Crganlzauonal Appllcauons
! @2*;#*&B/52 %AA*B+1B:: 1he process of evaluaung
employees on varlous work-relaLed dlmenslons
" An lnherenLly blased process
! '&A*211+#/ FB/B?2&2/4: LorLs by Lo lmprove how
Lhey appear Lo oLhers
" Lspeclally ln [ob lnLervlews
! 0#*A#*B42 '&B?2: 1he lmpresslons LhaL people have
of an organlzauon
" osluve lmages auracL Lop LalenL, earn cusLomer
supporL and loyalLy
7
25
AppllcanL lmpresslon ManagemenL
1bese tecbolpoes wotk.
CooJ oews fot job cooJlJotes, bot
lotetvlewets bewote!
26
CorporaLe lmage
Wrap-up
! nexL sesslon: Monday, SepLember 16Lh
" Communlcauon
! 8ead: Csland, kolb, 8ubln & 1urner (2007)
ChapLer 8
27