PERCEPTION

AND
FRAMING
 PERCEPTION
The ability to see, hear, or become aware
of something through the senses.
OR
The way in which something is regarded,
understood, or interpreted.
THE PROCESS OF
PERCEPTION
 PERCEPTUAL
DISTORTION

Four major perceptual errors:

Stereotyping
Halo effects
Selective perception
Projection
 FRAMING

It is defined as the action, method, or

process, of constructing making or shaping
anything whether material or immaterial
 TYPES

Substantive Identity

Outcome Characterization

Aspiration Loss-Gain

Process
 HOW FRAMES WORK IN
NEGOTIATION

Negotiators can use more than one frame

Mismatches in frames between parties are sources

of conflict

Parties negotiate differently depending on the

frame
Specific frames may be likely to be used with
certain types of issues

Particular types of frames may lead to particular

types of agreements

Parties are likely to assume a particular frame

because of various factors
Interes Rights Power
ts
 INTERESTS, RIGHTS, AND
POWER
Interests: people talk about their positions but often
what is at stake is their underlying interests
Rights: people may be concerned about who is right
that is, who has authority, who is correct, and what is fair
Power: people may wish to resolve a conflict on the
basis of who is stronger

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