After working through this chapter you should be able to:

• define personality and perception and explain their impact upon behaviour

• explain the big five dimensions of personality

• identify and explain the key elements which shape perception

• define learning and explain the essential differences between cognitive and behavioural theories of learning.

A major conundrum in hospitality, leisure and tourism organizations is recognizing and rewarding individuals who exhibit novelty, creativity and flair. For example, on the one hand, frontline employees are encouraged to be original and creative when dealing with customers. On the other hand, organizational members must also be able to get along with others and behave according to rules and regulations. These staff may base their responses on a formal script but will need to remain individually dynamic when dealing with customers.

The aim of management is to encourage individualism tempered with appropriate deference and a willingness to get along with others. In order to achieve this we need to understand some of the major influences on individual behaviour. In an OB context, understanding individuals is essentially an attempt to predict their behaviour accurately in the workplace. This area is complex, demanding and often contradictory.

Consider for a moment how you behave in certain situations. Do you always react in the same way to given stimuli? The answer could be Sometimes yes and sometimes no depending on the circumstances. Contexts can vary widely depending on situational specifics. You too will have changed through learning and the...