It refers to a cognitive bias whereby the perception of a particular trait is influenced by the perception of the former traits in a sequence of interpretations. In other words a key feature or traits of a person dominate his evaluation of the person as a whole. It is also a term used in human resources recruitment. While interviewing a person, you might be influenced by one of their attributes and ignore their other weaknesses. Examples are many idolised David Beckham for his good looks superior accuracy in free kicks. However he is far from being the best compare to the other A-list soccer …show more content…
Contrast effects are evaluations of peoples’ characteristics that are affected by comparisons with other people recently encountered that rank higher or lower of the same characteristics. An example is a soccer player who came for the selection first will get to be in the team rather than another who is better appears later. Also known as first impression error.
Why I think understanding of perception is important in business management is because without this knowledge, business can’t be done at all. Example, we will not be able to interpret information correctly or in a distorted manner, thus misunderstanding and miscommunication will occur. If you stereotype, that is already closing up your mind. What if the client you met happens to be some guy who had blond hair with multiple piercings? Are you going to turn him down or cancel the business deal just based on his physical appearance? Because he look like a typical “ah