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Joe Salatino

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The Great Northern American is a Dallas-based telemarketing company. Joe Salatino, a president of Great Northern American, gauges the success of this 35-year-old company by the amount of money he pays employees. The Great Northern American workers “sell 20 million in office, promotional, arts and crafts, and computer supplies to 60,000 businesses around the country” that includes particularly packaging tape, paper clips, pens, and pencils. Many of his salespeople earn more than $60,000 a year, and top producers earn more than $ 100,000.
A leader/manager and employee need to pay attention on perception and attribution concepts to be effective at workplace. Perception is the process by which the individual selects, organizes, interprets, and responds to information. Employees are constantly exposed to a variety of information. This information is processed in their mind and organized to form concepts pertaining to what is sensed or experienced (Hellriegel & Slocum, 2011). Different employees often perceive a situation differently, both in terms of what they selectively perceive and how they organize and interpret what is perceived. The perception process is influenced by external (e.g. all kinds of motivational devices installed in Great Northern American’s salesroom) and internal (personality, learning, and motivation) factors that are related to the perceiver. The perceptual process may result in errors in judgment or understanding. An important part of understanding individual differences in perception is to know the source of these perceptual errors. The most common types of perceptual errors are perceptual defense, stereotyping, the halo effect, projection, and impression management.
Attribution process refers to the ways in which people come to understand the causes of their own and others’ behaviors. It reflects the person’s need to explain events through the

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