Keynesian Beauty Theory

Kelleys Theory of Selective Perception

Introduction

Kelley’s Theory of Selective Perception proposes that individuals determine their own understanding of reality by selectively filtering out and interpreting the objective reality presented to them. This theory was developed in the mid-20th century by social psychologist Harold H. Kelley. He believed that people maintained their current view of the world by selecting what information to pay attention to, what to reject, and how to interpret it. Additionally, people were motivated by two major needs: to feel positive about themselves, and to obtain or maintain relationships with others. Consequently, they developed an internal standard by which they measured their opinions and beliefs, and these standards extensively influence their interpretation of reality.

Overview of Selective Perception

According to Kelley’s theory, people are continuously confronted with reality, which includes a wide variety of sensory information. This information is then filtered by a self-imposed criterion, known as a “gatekeeper”, which functions to allow certain information in and reject the rest which does not fit within one’s established criteria. This “gatekeeper” can be seen as a cognitive process focusing on external information, premises, and expectations. The information which is allowed through then influences the way people interpret their external environment. Depending on the individual’s “gatekeeper”, the interpretation of reality is then changed and distorted.

In addition to the “gatekeeper”, there are two other components in selective perception. The first is the “expectancy set”, a collection of expectations or frames of reference that an individual brings to an experience. This set of beliefs influences and distorts the interpretation of given information. The other component, known as the “interaction effect”, occurs when two people with different expectancies come together and experience the same situation. This produces two different interpretations of reality.

Implications

Kelley’s Theory of Selective Perception has widespread implications for any situation involving communication. By selectively interpreting stimulus, people may be manipulating their interpretations in order to maintain their desired view of reality. This can be seen in cases of bias, stereotyping, and discrimination. Moreover, selective perception limits the accuracy of communication, as different parties will interpret a situation differently, leading to conflicting outcomes.

In addition, Kelley’s Theory of Selective Perception has implications for surrounding processes such as decision-making. Decisions, even those made by groups, are based on the interpretations and beliefs of the individuals making them. This can affect the level of accuracy of the decision, and even lead to decisions that are damaging or counter-productive to the organization.

Conclusion

Kelley’s Theory of Selective Perception proposes that individuals interpret reality according to their own standards and expectations. This reality is then selectively filtered through a “gatekeeper” to interpret it in a way that fits the beliefs of the individuals involved. This theory has implications for communication, decision-making, and other processes. As such, it is an important concept to consider when attempting to understand how individuals form and perceive reality.

The persuasion theory named after Professor Harold Kelley, the “Kelley’s Selective Perception Theory”, was initially developed in the 1950s. This theory proposes that humans receive information from the world and use selective perception to process it. In particular, peoples attention to the selected items depends on their level of interest. This attention affects thefiltering and processing of information.

The theory states that people perceive based on their own knowledge, their beliefs and values, their past experiences, and their emotions. People may choose to focus on certain aspects of the information they receive, while ignoring others. Furthermore, information will be interpreted according to an individual’s beliefs, values, and prior experiences.

Kelley’s Selective Perception Theory suggests that individuals selectively perceive the stimulus in different ways and interpret it according to their own beliefs, values, and experiences. This idea is important for marketers because it implies that people are likely to view messages differently and the same message can lead to different conclusions or opinions.

Kelley’s Selective Perception Theory has been widely used in the field of advertising. Marketers may use this theory to tailor persuasive messages that are effective in gaining the attention of their target audiences. The messages should be tailored to fit the individual’s knowledge and experiences as well as their beliefs and values. By understanding and applying this theory, marketers can create highly effective messages that can have a lasting effects on their target audiences.