Processing Data, Information And Knowledge

Perception involves the processing of sensory information. The individual uses sensations to interpret and make sense of the world and act in it according to social and personal schemes. Our sensory systems have limits. We only notice a small number of the stimuli in the environment and we attend to an even smaller number. The stimuli that does enter our consciousness is interpreted based on our perceptual set, biases, needs and experiences. Important stimuli are acted on.

When exposed to stimuli individuals show they have a sensory threshold. They also show perceptual selection of stimuli. Gestalt theory says that individuals look for closure by grouping stimuli and completing it by filling in any gaps themselves, 'the whole is greater than the sum of the parts'. The process begins with figure and ground which can be looked at as content and context. The attention given to stimuli is like a focus or economy. Things like advertising clutter can be cut out. Adaptation to things can take place over time and contrasts can be created. Self referential advertising creates a hyperreal world. Interpretation is the meanings people assign to things according to a schema. There is correspondence between signs and symbols and their role in the assignment of meaning.

We all see things in different ways. In picturing the real world some things are given more significance than others. Any situation can be analysed in terms of its perceptual connotations so we should be aware of the assumptions made below the conscious threshold. Constants are taken for granted and assume they stay the same and inferences are made that may save time but may also lead to errors. Perception can be easily tricked by things like illusions. Stereotyping, the halo/horns effect and the fundamental attribution error are other common perceptual distortions affecting the accuracy of interpersonal perception. These things are reflected in the way we perceive people.

The dynamics of person perception are very important. Objects simply exist, people can react and be affected by the behaviour of others. People are dynamic and changing, perceiving and being perceived by others and part of the process. Feedback is important. First impressions count and they are hard to change. Impression management is about creating and maintaining the right image.

Failings and weaknesses can be overcome. Personal commitment and the willingness to consider the causes of other people's behaviour as well as the nature of it are a start in preventing errors and deepening perception.

The data and information process that perception performs creates knowledge. Knowledge is both a consumer good and a factor of production. It provides utility and increases productivity. We gain knowledge from experience, education and training. We gain new knowledge from research and development. Companies can make knowledge work for them by creating a spiral of knowledge systematically by ensuring tacit and explicit knowledge feed into each other. Nonaka, Kolb and Piaget support each other in these respects. Knowledge is no longer all top down. It is everywhere. Networking means companies as well as universities are creating and improving knowledge all the time helping us to know what is best.