pa1 ob.docx - Running Head: PERCEPTUAL DISTORTION AT HY...

Running Head: PERCEPTUAL DISTORTION AT HY DAIRIES
Perceptual Distortion at Hy Dairies
Anuj Giri
BUS 540: Organizational Behavior
12 July 2020
Hari Om Sharma
Westcliff University
Presidential Business School

PERCEPTUAL DISTORTION AT HY DAIRIES
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Abstract
This Professional Assignment is about perceptual differences that occur in Hy Dairies. The paper
begins with the introduction of the situation at Hy Dairies. Then it describes about what went
wrong in the organization using stereotyping and social identity theory. Further, it talks about
other perceptual errors that were evident in this case. Finally, the paper talks about the methods
to minimize the perceptual errors in the organization.

PERCEPTUAL DISTORTION AT HY DAIRIES
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Introduction
Rochelle Beauport is one of the few women of color at Hy Dairies Inc. Due to the efforts
of Beauport the sales of Hy Gourmet ice cream increased significantly in the last two quarters.
Syd Gilman, the vice president of marketing at Hy Dairies was very happy with the performance
of Rochelle. As a result Gilman offered her a lateral move from assistant brand manager to
marketing research coordinator. Gilman believed this position would provide Beauport some
high profile work experience and also it would enhance her career at the organization. However,
Rochelle enjoyed brand management and thought the new research job as a back office work
with no joy. She also believed that the new position will stop her from reaching to the top
management. She felt being sidelined due to her colored complexity. Rochelle acknowledged the
new position unwillingly. Syd Gilman did not realize that he gave Beauport a wrong perception
regarding the whole situation. Rochelle now has the tough decision to whether confront Gilman
or leave Hy Dairies.
Stereotyping and Social Identity Theory at Hy Dairies, Inc.
Stereotypes are characteristics that are associated to a group of people due to their race,
gender, and nationality (Heilman, 2012). The associated characteristics are generalizations of the
involved groups while some people do possess the characteristics of their stereotype, it does not
necessarily represent all people of the group. Stereotypes may not always be true and even if