Case study 3. 1: HY DAIRIES, INC. 1. Apply your knowledge of stereotyping and social identity theory to explain what went wrong here. Stereotyping is the process of assigning traits to people on the basis of their membership in a social category. Stereotypes generally have some inaccuracies, some overestimation or underestimation of real differences, and some degree of accuracy. One problem with stereotyping is that stereotypes under certain conditions, such as the degree to which they interact with people in that group. The greatest concern is that stereotyping lays the foundation for prejudice that is unfounded negative emotions toward people belonging to a particular stereotyped group. Stereotyping could aslo be partly responsible for sexual harrasment that is the unwelcome conduct of a sexual nature that detrimentally affects the work environment or leads to adverse job-related consequences for victims. Social identity theory explains the process of self-percpetion and social perception. The theory proposes that people develop their perceptions through personal identity and social identity. Personal identity includes the individul’s unique characteristic and experiences such as physical appearance, personality traits and special talents. Social identity refers to a person’s self-perception as memberships in various social groups. Social identity theory explains the dynamics of siocial perception such as how we perceive others. It is a comparative process,meaning that we define ourselves terms of our differences with people who belong to groups. People tend to homogenize others within social categories. Stereotypes developing from the grouping of traits. 2. What other perceptual error is apparent in this case study? The other perceptual error in this case study is the halo effect that can occurs when general impression of a person, usually based on one prominent characteristics, dissorts our perception of other characteristics of that person. If a supervisor who values punctuality notices that an employee is sometimes late for work, the supervisor might form a negative image of the employee and evaluate that person’s other traits unfavorably as well. The halo effect is most likely to occur when concrete information about the perceived target is missing or we are not sufficiently motivated to search for it. Instead, we use our general empression of the person to fill on the missing information.
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