After reading this chapter, you should be able to answer the following questions: What is perception and why is it important? What are the common perceptual distortions? What is the link between perception, attribution, and social learning? What is involved in learning by reinforcement?
Chapter Perception, Attribution, and Learning A discerning eye tells the story Chapter Study Questions What is perception and why is it important? What are the common perceptual distortions? What is the link between perception, attribution, and social learning? What is involved in learning by reinforcement? Copyright © 2014 John Wiley & Sons, What is perception? Perception • Process by which people select, organize, interpret, retrieve, and respond to information from the world around them Copyright © 2014 John Wiley & Sons, Figure 3.1: What is perception? Copyright © 2014 John Wiley & Sons, What you see? Copyright © 2014 John Wiley & Sons, 4-5 What is perception? Attention and selection • Selective screening Lets in only a tiny portion of all the information available • Two types of selective screening Controlled processing Screening without conscious awareness Copyright © 2014 John Wiley & Sons, What is perception? Schemas • Cognitive frameworks that represent organized knowledge developed through experience about a given concept or stimulus Copyright © 2014 John Wiley & Sons, What is perception? Script schemas • A knowledge of framework that describes the appropriate sequence of event in a given situation Self schema • Contains information about a person’s own appearance, behavior, and personality Copyright © 2014 John Wiley & Sons, What is perception? Person schemas • Refer to the way individuals sort others into categories such as types of groups in terms of similar perceived features Personinsituation schema • Combines schemas built around persons and events Copyright © 2014 John Wiley & Sons, What is perception? Interpretation • Uncovering the reasons behind the ways stimuli are grouped Copyright © 2014 John Wiley & Sons, Figure 3.2 Attributions of Causes for Poor Performance Copyright © 2014 John Wiley & Sons, What is the link between perception and Attribution Errors: attribution? • Fundamental Attribution Error – overestimates internal factors and underestimates external factors as influences on someone’s behavior • Selfserving Bias – underestimates internal factors and overestimates external factors as influences on someone’s behavior Copyright © 2014 John Wiley & Sons, What is the link between perception and attribution? Social learning theory • Describes how learning takes place through the reciprocal interactions among people, behavior, and environment Copyright © 2014 John Wiley & Sons, Figure 3.3 Simplified model of social learning Copyright © 2014 John Wiley & Sons, What is involved in learning by Reinforcement The administration of a reinforcement? consequence as a result of a • behavior • Proper management of reinforcement can change the direction, level, and persistence of an individual’s behavior Copyright © 2014 John Wiley & Sons, What is involved in learning by Classical conditioning reinforcement? • A form of learning through association that involves the manipulation of stimuli to influence behavior Stimulus • Something that incites action and draws forth a response Copyright © 2014 John Wiley & Sons, What is involved in learning by Operant conditioning reinforcement? The process of controlling behavior by manipulating its ã consequences ã Considered learning by reinforcement Copyright â 2014 John Wiley & Sons, What is involved in learning by Law of effect • Behavior that results reinforcement? in a pleasant outcome is likely to be repeated while behavior that results in an unpleasant outcome is not likely to be repeated Extrinsic rewards • Positively valued work outcomes that are given to the individual by some other person Copyright © 2014 John Wiley & Sons, What is involved in learning by Positive reinforcement reinforcement? Administration of positive consequences that tend • to increase the likelihood of repeating the desirable behavior in similar settings Law of contingent reinforcement – states a reward should be given when the desired behavior occurs Law of immediate reinforcement – states a reward should be given as soon as possible after the desired behavior occurs Copyright © 2014 John Wiley & Sons, What is involved in learning by Shaping reinforcement? Creation of a new behavior by the positive • reinforcement of successive approximations to it Copyright © 2014 John Wiley & Sons, What is involved in learning by Continuous reinforcement reinforcement? • Administering a reward each time the desired behavior occurs Intermittentreinforcement ã Rewards behavior only periodically Copyright â 2014 John Wiley & Sons, Figure 3.4 Alternative ways to schedule positive reinforcement Copyright © 2014 John Wiley & Sons, What is involved in learning by Negative reinforcement reinforcement? Uses withdrawal of negative consequences to increase • the likelihood of repeating the desirable behavior Also known as avoidance learning Copyright © 2014 John Wiley & Sons, What is involved in learning by Punishment reinforcement? The administration of negative consequences or the • withdrawal of positive consequences to reduce the likelihood of a behavior being repeated Copyright © 2014 John Wiley & Sons, What is involved in learning by Extinction reinforcement? The withdrawal of the reinforcing consequences in order • to weaken undesirable behavior Reinforcement Pros and Cons Copyright © 2014 John Wiley & Sons, ... factors as influences on someone’s behavior • Selfserving Bias – underestimates internal factors and overestimates external factors as influences on someone’s behavior Copyright © 2014 John Wiley... reinforcement? consequence as a result of a • behavior • Proper management of reinforcement can change the direction, level, and persistence of an individual’s behavior Copyright © 2014 John Wiley &... controlling behavior by manipulating its • consequences • Considered ‘learning by reinforcement’ Copyright © 2014 John Wiley & Sons, What is involved in learning by Law of effect • Behavior that