COMMERCE 1BA3 Chapter Notes - Chapter 3: Central Tendency, Absenteeism, Selective Perception
11 Dec 2016
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The perceiver"s experience, needs, and emotions can affect his or her: most important characteristics is experience perceptions of a target. The tendency for the perceptual system to defend the (cid:498)see what we want to see(cid:499) (cid:498)hear what we want to hear(cid:499) hear things that are threatening. Perceptual system is working to ensure that we do not see or. Perception involves interpretation and the addition of meaning to the target, and ambiguous targets are especially susceptible to interpretation and addition: perceiver does not or cannot always use all the information provided by the target. Every instance of perception occurs in some situational context: most important effect is to add information about the target, perception of the target changes with the situation. It will take a good many contradictory cues before one re- categorizes the target, and that these cues will have to over come the expectations that have been developed.
