Perception and Decision Making

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In order to be successful in the decision making process in business situations it is necessary to be aware of the fact that perceptions of reality many times don't match reality itself. Perceptions play a very relevant role in the effectiveness of any business decision-making process.


Perception is defined on the Wikipedia as follows: "In psychology and the cognitive sciences, perception is the process of acquiring, interpreting, selecting, and organizing sensory information." (Wikipedia, 2006b). It goes further explaining how perceptions are formed, how they change, and how there can be no perception at all. Let's see:
"Many cognitive psychologists hold that, as we move about in the world, we create a model of how the world works. That is, we sense the objective world, but our sensations map to percepts, and these percepts are provisional, in the same sense that scientific hypotheses are provisional (cf. in the scientific method). As we acquire new information, our percepts shift. () Just as one object can give rise to multiple percepts, so an object may fail to give rise to any percept at all: if the percept has no grounding in a person's experience, the person may literally not perceive it." (Wikipedia, 2006b).
"Decision making is the cognitive process of selecting a course of action from among multiple alternatives. Every decision-making produces a final choice. It can be an action or an opinion. It begins when we need to do something but we do not know what. ...
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