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ﺇﺩﺭﺍﻜﻨﺎ ﻝﻤﺎ ﻴﺩﻭﺭ ﺤﻭﻝﻨﺎ ﻻ ﻴﻌﻨﻰ ﺃﻨﻨﺎ ﻗﺩ ﺃﺩﺭﻜﻨﺎ ﺍﻝﺤﻘﻴﻘﺔ ،ﺒﻤﻌﻨﻰ ﺃﻥ ﻫﻨﺎﻙ ﻓﺭﻕ ﻭﺘﻌﺎﺭﺽ ﺒﻴﻥ
ﺇﺩﺭﺍﻜﻨﺎ ﻭﺒﻴﻥ ﺍﻝﺤﻘﻴﻘﺔ ،ﻷﻨﻨﺎ ﻨﻤﻴل ﺇﻝﻰ ﺭﺅﻴﺔ ﺍﻷﺸﻴﺎﺀ ﺒﺎﻝﻁﺭﻴﻘﺔ ﺍﻝﺘﻰ ﻨﻭﺩ ﺃﻥ ﻨﺭﺍﻫﺎ ،ﻤﺜﺎل ﺫﻝـﻙ ﻝـﻭ
ﺴﺄﻝﺕ ﻁﻼﺒﹰﺎ ﻋﻥ ﻜﻔﺎﺀﺓ ﺃﺤﺩ ﺍﻷﺴﺎﺘﺫﺓ ﻓﺈﻨﻙ ﺘﺠﺩ ﺘﻔﺎﻭﺕ ﻓﻰ ﺍﻹﺠﺎﺒﺎﺕ ،ﻤﻊ ﺃﻨﻬﻡ ﻴﺭﻭﻥ ﻨﻔﺱ ﺍﻷﺴـﺘﺎﺫ
ﺘﺤﺕ ﻨﻔﺱ ﺍﻝﻅﺭﻭﻑ ﺍﻝﻤﺤﻴﻁﺔ ،ﻝﻜﻥ ﺇﺩﺭﺍﻜﻬﻡ ﻝﻜﻔﺎﺀﺓ ﺫﻝﻙ ﺍﻷﺴﺘﺎﺫ ﺘﺨﺘﻠﻑ ﻤﻥ ﻁﺎﻝﺏ ﺇﻝﻰ ﺁﺨﺭ 00ﺇﺫﺍ
ﻓﻨﺤﻥ ﻓﻰ ﺍﻝﻭﺍﻗﻊ ﻻ ﻨﺭﻯ ﺍﻝﺤﻘﻴﻘﺔ Realityﺒل ﻨﻔﺴﺭ ﻭﻨﺘﺭﺠﻡ ﻤﺎ ﻨﺭﺍﻩ ﻭﻨﻌﺘﺒﺭﻩ ﺍﻝﺤﻘﻴﻘـﺔ،
ﻭﻤﻥ ﻫﻨﺎ ﻜﺎﻥ ﻫﺫﺍ ﺍﻝﻘﻭل "ﺇﺫﺍ ﺃﻨﺕ ﻝﻡ ﺘﺩﺭﻙ ﺍﻝﺤﻘﻴﻘﺔ ،ﻓﺎﻝﺤﻘﻴﻘﺔ ﻗﺎﺌﻤﺔ ﺒﺩﻭﻥ ﺇﺩﺭﺍﻙ"0
17
ﻨﻔﺱ ﺍﻝﺸﺨﺹ ﻗﺩ ﻗﻴﻤﻪ ﺭﺌﻴﺴﻪ ﺴﻠﺒﺎ ﺒﻴﻨﻤﺎ ﻗﻴﻤﻪ ﺯﻤﻴﻠﻪ ﺇﻴﺠﺎﺒﹰﺎ .
ﺘﺘﻜﻭﻥ ﻋﻤﻠﻴﺔ ﺍﻹﺩﺭﺍﻙ ﻤﻥ ﺜﻼﺜﺔ ﻋﻨﺎﺼﺭ ﺭﺌﻴﺴﻴﺔ ﻫﻰ :ﺍﻹﺤﺴﺎﺱ ،ﻭﺍﻹﻨﺘﺒﺎﻩ ،ﻭﺍﻝﺘﻔـﺴﻴﺭ
ﻭﺍﻹﺩﺭﺍﻙ0
) (1ﺍﻹﺤﺴﺎﺱ :ﻨﺤﻥ ﻤﺤﺎﻁﻭﻥ ﺒﺎﻝﻜﺜﻴﺭ ﻤﻥ ﺍﻝﻤﺜﻴﺭﺍﺕ ﺍﻝﺒﻴﺌﻴﺔ ،ﻝﻜﻨﻨﺎ ﻻ ﻨﻌﻰ ﻤﻌﻅﻤﻬﺎ ﺃﻭ ﻨﺩﺭﻜﻪ0
ﺇﻤﺎ ﻷﻨﻨﺎ ﺘﻌﻠﻤﻨﺎ ﺃﻥ ﻨﺘﺠﺎﻫﻠﻬﺎ ،ﺃﻭ ﻷﻥ ﺤﻭﺍﺴﻨﺎ ﺃﻯ ﺃﻋﻀﺎﺀﻨﺎ ﺍﻝﺤﺴﻴﺔ ﻏﻴﺭ ﻗﺎﺩﺭﺓ ﻋﻠﻰ ﺇﺴﺘﻘﺒﺎﻝﻬﺎ
ﻭﺍﻹﺤﺴﺎﺱ ﺒﻬﺎ 0ﻭﺤﻭﺍﺴﻨﺎ ﺍﻝﺘﻰ ﺘﺴﺘﻘﺒل ﺍﻝﻤﺜﻴﺭﺍﺕ ﻫﻰ ﺍﻝﻨﻅﺭ ﻭ ﺍﻝـﺴﻤﻊ ﻭﺍﻝـﺸﻡ ﻭﺍﻝﺘـﺫﻭﻕ
ﻭﺍﻝﻠﻤﺱ 0ﺇﻻ ﺃﻥ ﻝﻬﺫﻩ ﺍﻝﺤﻭﺍﺱ ﻁﺎﻗﺔ ﻤﺤﺩﺩﺓ 0ﻤﻊ ﺫﻝﻙ ﺘﺨﺘﻠﻑ ﻗﻭﺓ ﺍﻝﺤﺎﺴﺔ ﻤﻥ ﺸﺨﺹ ﻵﺨﺭ
ﺃﺤﻴﺎﻨﺎﹰ ،ﻭﻝﺩﻯ ﻨﻔﺱ ﺍﻝﺸﺨﺹ ﻤﻥ ﻓﺘﺭﺓ ﻷﺨﺭﻯ ﻭﻁﺎﻝﻤﺎ ﺘﻭﺍﻓﺭﺕ ﺤﻭﺍﺱ ﻗﺎﺩﺭﺓ ﻋﻠﻰ ﺍﺴـﺘﻘﺒﺎل
ﺍﻝﻤﺜﻴﺭﺍﺕ ﻓﻰ ﺒﻴﺌﺘﻨﺎ ﺍﻝﻤﺤﻴﻁﺔ ﻓﺈﻥ ﻫﺫﻩ ﺍﻝﻤﺜﻴﺭﺍﺕ ﺘﺅﺩﻯ ﻷﺤﺎﺴﻴﺱ ﺃﻭ ﻤﺸﺎﻋﺭ 0ﻓﺎﻝﺤﻭﺍﺱ ﺒﻌﺩ
ﺍﺴﺘﻘﺒﺎﻝﻬﺎ ﻝﻠﻤﺜﻴﺭﺍﺕ ﺍﻝﺨﺎﺭﺠﻴﺔ ﺘﻨﻘﻠﻬﺎ ﻋﺒﺭ ﺍﻷﻋﺼﺎﺏ ﺇﻝﻰ ﺍﻝﻤﺦ 0ﻭﻫﻜـﺫﺍ ﻨـﺸﻌﺭ ﺃﻭ ﻨﺤـﺱ
ﺒﺎﻝﺼﻭﺕ ﻭﺍﻝﻀﻭﺀ ﻭﺍﻝﻤﻠﻤﺱ ﻭﺍﻝﻤﺫﺍﻕ ﻭﺍﻝﺭﺍﺌﺤﺔ 0ﻭﻫﻨﺎﻙ ﺃﻴﻀﹰﺎ ﻤﺜﻴﺭﺍﺕ ﺩﺍﺨﻠﻴﺔ ﻓﻰ ﺍﻝﺠـﺴﻡ
ﺍﻹﻨﺴﺎﻨﻰ ﺘﻨﻘﻠﻬﺎ ﺍﻷﻋﺼﺎﺏ ﻝﻠﻤﺦ ،ﻤﺜل ﺍﻹﺤﺴﺎﺱ ﺒﺎﻝﺘﻌﺏ ﺃﻭ ﺍﻷﻝﻡ0
) (2ﺍﻹﻨﺘﺒﺎﻩ :ﺒﺭﻏﻡ ﻗﺩﺭﺘﻨﺎ ﻋﻠﻰ ﺍﻹﺤﺴﺎﺱ ﺒﻜﺜﻴﺭ ﻤﻥ ﺍﻝﻤﺜﻴﺭﺍﺕ ﺍﻝﺒﻴﺌﻴﺔ ،ﺇﻻ ﺃﻨﻨﺎ ﻻ ﻨﻠﺘﻔﺕ ﺇﻝﻴﻬـﺎ
ﻜﻠﻬﺎ 0ﺒل ﻨﻨﺘﺒﻪ ﻝﺒﻌﻀﻬﺎ ﻭﻨﺘﺠﺎﻫل ﺍﻝﺒﻌﺽ ﺍﻵﺨﺭ 0ﺇﻤﺎ ﻷﻨﻪ ﻏﻴﺭ ﻤﻬﻡ ﻓﻰ ﻨﻅﺭﻨﺎ ﺃﻭ ﻷﻨﻨـﺎ ﻻ
ﻨﺭﻴﺩ ﺭﺅﻴﺘﻪ ﺃﻭ ﺴﻤﺎﻋﻪ 0ﻭﻫﻜﺫﺍ ﻨﻤﺎﺭﺱ ﺇﻨﺘﺒﺎﻫﺎ ﺇﻨﺘﻘﺎﺌﻴﹰﺎ ﻝﺒﻌﺽ ﺍﻝﻤﺜﻴﺭﺍﺕ ﻭﺤﺘﻰ ﻤﺎ ﻨﻨﺘﺒﻪ ﻝـﻪ
ﻓﻘﺩ ﻻ ﻨﺩﺭﻜﻪ ﻋﻠﻰ ﺤﻘﻴﻘﺘﻪ ﻭﺒﺸﻜل ﻜﺎﻤل ﺒل ﻗﺩ ﻨﺩﺭﻜﻪ ﻋﻠﻰ ﺨﻼﻑ ﺤﻘﻴﻘﺘﻪ ﺃﻭ ﺒﺸﻜل ﺠﺯﺌﻰ0
ﻭﻋﻠﻰ ﺫﻝﻙ ﻓﻨﺤﻥ ﻨﻤﺎﺭﺱ ﻋﻤﻠﻴﺔ ﺇﻨﺘﻘﺎﺀ ﻤﻥ ﺒﻴﻥ ﻤﺜﻴﺭﺍﺕ ﻤﺘﻌﺩﺩﺓ 0ﻓﻤﺎ ﺍﻝﺫﻯ ﻴﺅﺜﺭ ﻋﻠﻰ ﺍﻹﻨﺘﻘﺎﺀ
ﺍﻹﺩﺭﺍﻜﻰ 0ﺇﻨﻬﺎ ﺨﺼﺎﺌﺹ ﻓﻰ ﺍﻝﻤﺜﻴﺭ ﺍﻝﺫﻯ ﻨﺩﺭﻜﻪ 0ﻭﺃﻴـﻀﹰﺎ ﺨﺼﺎﺌـﺼﻨﺎ ﺍﻝﺸﺨـﺼﻴﺔ ﺃﻯ
ﺨﺼﺎﺌﺹ ﺍﻝﻔﺭﺩ ﺍﻝﻤﺩﺭﻙ0
ﻭﺘﺘﻌﺩﺩ ﺨﺼﺎﺌﺹ ﺍﻝﻤﺜﻴﺭ ﺃﻭ ﺍﻝﺸﻰﺀ ﻤﻭﻀﻊ ﺍﻹﺩﺭﺍﻙ ،ﻤﻨﻬﺎ:
-ﺤﺠﻡ ﺍﻝﻤﺜﻴﺭ ،ﻓﻜﻠﻤﺎ ﻜﺒﺭ ﺤﺠﻡ ﺍﻝﺸﻰﺀ ﺍﻝﻤﺎﺩﻯ ﻤﻭﻀﻊ ﺍﻹﺩﺭﺍﻙ ﺯﺍﺩ ﺇﺤﺘﻤﺎل ﺇﺩﺭﺍﻜﻨﺎ ﻝﻪ 0ﺘﺨﻴـل
ﺃﻨﻙ ﺠﺎﻝﺱ ﻭﺘﻤﺸﻰ ﺒﺠﻭﺍﺭﻙ ﻗﻁﺔ ﻭﻜﺫﻝﻙ ﻨﻤﻠﺔ 0ﻓﺄﻯ ﺍﻝﻤﺜﻴﺭﻴﻥ ﺴﻴﻠﻔﺕ ﺇﻨﺘﺒﺎﻫﻙ؟!
-ﻗﻭﺓ ﺍﻝﻤﺜﻴﺭ ،ﻜﻠﻤﺎ ﺯﺍﺩﺕ ﻗﻭﺓ ﺍﻝﻤﺜﻴﺭ ﺯﺍﺩ ﺇﺤﺘﻤﺎل ﻤﻼﺤﻅﺘﻪ 0ﻓﺎﻝﺼﻴﺎﺡ ﺃﻭ ﺍﻝﺼﻭﺕ ﺍﻝﻌﺎﻝﻰ ﻴﺭﺠﺢ
ﺃﻥ ﻴﻠﻔﺕ ﺍﻹﻨﺘﺒﺎﻩ ﺃﻜﺜﺭ ﻤﻥ ﺍﻝﺼﻭﺕ ﺍﻝﻬﺎﺩﻯﺀ ﺃﻭ ﺍﻝﻤﻨﺨﻔﺽ0
-ﺍﻝﺘﻜﺭﺍﺭ ،ﻓﻜﻠﻤﺎ ﺯﺍﺩ ﺘﻜﺭﺍﺭ ﺤﺩﻭﺙ ﺍﻝﻤﺜﻴﺭ ،ﺯﺍﺩﺕ ﻓﺭﺹ ﺍﻹﻝﺘﻔﺎﺕ ﺇﻝﻴﻪ 0ﻭﻋﺎﺩﺓ ﻤـﺎ ﻴـﺴﺘﺨﺩﻡ
ﻤﺩﻴﺭﻭ ﺍﻝﺘﺴﻭﻴﻕ ﺃﻭ ﺍﻹﻋﻼﻥ ﻤﺒﺩﺃ ﺍﻝﺘﻜﺭﺍﺭ ﻫﺫﺍ ﻓﻰ ﺘﻜﺭﺍﺭ ﺘﻘﺩﻴﻡ ﺍﻹﻋﻼﻥ ﻝﺠﺫﺏ ﺇﻨﺘﺒﺎﻩ ﺍﻝﻤﺸﺘﺭﻴﻥ
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ﺍﻝﺤﺎﻝﻴﻴﻥ ﻭﺍﻝﻤﺭﺘﻘﺒﻴﻥ0
-ﺍﻝﺘـﻀﺎﺩ :ﻴﺯﻴﺩ ﺇﺤﺘﻤﺎل ﺍﻹﻨﺘﺒﺎﻩ ﻝﻠﻤﺜﻴﺭ ﺍﻝﺫﻯ ﻴﺘﻀﺎﺩ ﺃﻭ ﻴﺨﺘﻠﻑ ﻤﻊ ﺍﻝﺒﻴﺌﺔ ﺍﻝﻤﺤﻴﻁﺔ ،ﻋﻥ ﺍﻝﻤﺜﻴـﺭ
ﺍﻝﺫﻯ ﻴﻨﺴﺠﻡ ﻤﻌﻬﺎ 0ﻭﻴﻤﻜﻥ ﺃﻥ ﻴﺤﺩﺙ ﺍﻝﺘﻀﺎﺩ ﻤﻥ ﺨﻼل ﺍﻝﻠﻭﻥ ﺃﻭ ﺍﻝﺤﺠـﻡ ﺃﻭ ﺍﻝـﺼﻭﺕ ﺃﻭ ﺃﻯ
ﻋﺎﻤل ﺁﺨﺭ ﻴﻤﻴﺯ ﺍﻝﻤﺜﻴﺭ ﻋﻥ ﻏﻴﺭﻩ ﻤﻥ ﺍﻝﻤﺜﻴﺭﺍﺕ ﻓﻰ ﺍﻝﺒﻴﺌﺔ ﺍﻝﺘﻰ ﻴﺘﻔﺎﻋل ﻤﻌﻬﺎ ﺍﻝﻔﺭﺩ0
-ﺍﻝﺤﺭﻜﺔ ،ﻓﻸﻥ ﺍﻝﺤﺭﻜﺔ ﺘﺠﺫﺏ ﺍﻹﻨﺘﺒﺎﻩ ﻋﺎﻝﻴﺎﹰ ،ﻨﺠﺩ ﺃﻥ ﺍﻝﻤﺜﻴﺭ ﺍﻝﻤﺘﺤﺭﻙ ﺃﻜﺜﺭ ﻗﺎﺒﻠﻴﺔ ﻝﻺﻨﺘﺒﺎﻩ ﻋـﻥ
ﺍﻝﻤﺜﻴﺭ ﺍﻝﺴﺎﻜﻥ ﺃﻭ ﺍﻝﺜﺎﺒﺕ 0ﺨﺫ ﻤﺜﻼ ﻝﻭﺤﺔ ﺇﻋﻼﻨﺎﺕ ﺜﺎﺒﺘﺔ ﺒﻁﺭﻴﻕ ،ﻭﻝﻭﺤﺔ ﺇﻋﻼﻨـﺎﺕ ﺒـﺎﻝﻨﻴﻭﻥ
ﺍﻝﻤﻠﻭﻥ ،ﻴﻨﻁﻔﻰﺀ ﻤﻨﻬﺎ ﺠﺯﺀ ﻭﻴﻀﻰﺀ ﺍﻝﺠﺯﺀ ﺍﻵﺨﺭ ،ﺃﻴﻬﻤﺎ ﺴﻴﻠﻔﺕ ﺇﻨﺘﺒﺎﻫﻙ ﺃﻜﺜﺭ؟!
-ﺍﻝﺠﺩﺓ :ﻓﺎﻝﻤﺜﻴﺭ ﺍﻝﺫﻯ ﻴﺒﺩﻭ ﺠﺩﻴﺩﹰﺍ ﺃﻭ ﻤﺘﻤﻴﺯﹰﺍ ﺴﻴﻠﻔﺕ ﺍﻹﻨﺘﺒﺎﻩ ﺃﻜﺜﺭ ﻤـﻥ ﻤﺜﻴـﺭ ﻤـﺄﻝﻭﻑ ﺘﻤـﺕ
ﻤﻼﺤﻅﺘﻪ ﺒﺎﻨﺘﻅﺎﻡ ﺨﻼل ﻓﺘﺭﺓ ﻤﻀﺕ 0ﻭﻫﻜﺫﺍ ﺘﺭﻯ ﺍﻝﻤﺴﻭﻗﻴﻥ ﻴﺠﺫﺒﻭﻥ ﺇﻨﺘﺒﺎﻩ ﺍﻝﻤﺸﺘﺭﻴﻥ ﺒﺎﻝﻐﻼﻑ
ﺍﻝﺠﺩﻴﺩ ﺃﻭ ﺍﻝﺘﺼﻤﻴﻡ ﺍﻹﻋﻼﻨﻰ ﺍﻝﺠﺩﻴﺩ .
ﺍﻝﺤﺭﻜــﺔ ا
ــ ﻗﻭﺓ ﺍﻝﻤﺜﻴﺭ
ﺍﻝﺠــﺩﺓ ﺍﻝﺘــﻜﺭﺍﺭ
) (3ﺍﻝﺘﻔـﺴﻴﺭ ﻭﺍﻹﺩﺭﺍﻙ :ﺘﺘﻀﻤﻥ ﻋﻤﻠﻴﺔ ﺍﻹﺩﺭﺍﻙ ﺘﻨﻅﻴﻡ ﻭﺘﻔﺴﻴﺭ ﺍﻝﻤﺜﻴﺭﺍﺕ ﺍﻝﺘـﻰ ﻨﺤـﺱ ﺒﻬـﺎ0
ﻓﺎﻷﺼﻭﺍﺕ ﻭﺍﻝﺼﻭﺭ ﻭﺍﻝﺭﻭﺍﺌﺢ ﺍﻝﻌﻁﺭﻴﺔ ﻭﺘﺼﺭﻓﺎﺕ ﺍﻝﻨﺎﺱ ﻭﻏﻴﺭﻫﺎ ﻻ ﺘﺩﺨل ﻝﻭﻋﻴﻨﺎ ﺨﺎﻝﺼﺔ
ﺘﻤﺎﻤﹰﺎ 0ﻭﻋﻨﺩﻤﺎ ﻨﻨﺘﺒﻪ ﺇﻝﻴﻬﺎ ﻓﺈﻨﻨﺎ ﻨﺤﺎﻭل ﺃﻥ ﻨﻨﻅﻡ ﻭﻨﺼﻨﻑ ﺍﻝﻤﻌﻠﻭﻤﺎﺕ ﺍﻝﺘﻰ ﻨﺘﻠﻘﺎﻫﺎ ﻝﺘﻔـﺴﻴﺭﻫﺎ
ﻭﻨﺩﺭﻜﻬﺎ ﺒﻤﻌﻨﻰ ﻤﻌﻴﻥ 0ﻭﺒﺭﻏﻡ ﺤﺭﺼﻨﺎ ﻋﻠﻰ ﺴﻼﻤﺔ ﻭﻨﻘﺎﺀ ﻤﺩﺭﻜﺎﺘﻨﺎ ﻤـﻥ ﺍﻝﺘﺤﻴـﺯ ،ﻓـﺈﻥ
ﺨﺼﺎﺌﺹ ﺍﻝﻤﻭﻗﻑ ﺍﻝﺫﻯ ﻨﻌﺎﻴﺸﻪ ﻗﺩ ﻴﺠﻌل ﺫﻝﻙ ﺼﻌﺒﹰﺎ 0ﻓﻨﺤﻥ ﻗـﺩ ﻻ ﻨﺤـﺴﻥ ﺍﻝﺘﻔـﺴﻴﺭ ﺃﻭ
ﺍﻹﺩﺭﺍﻙ ﻋﻨﺩﻤﺎ ﺘﻜﻭﻥ ﻤﻌﻠﻭﻤﺎﺘﻨﺎ ﻋﻥ ﺍﻝﺸﻰﺀ ﻤﺤﺩﻭﺩﺓ ﺃﻭ ﻤﺘﻨﺎﺜﺭﺓ ﻭﻏﻴﺭ ﻤﺭﺘﺒﺔ 0ﻭﻴﻤﻜـﻥ ﺃﻥ
ﻨﺘﺨﻴل ﻫﻨﺎ ﻤﺤﺎﻡ ﻭﻗﺩ ﺠﺎﺀﻩ ﻤﻥ ﻴﻁﻠﺏ ﻤﺸﻭﺭﺘﻪ ﻭﻤﺴﺎﻋﺩﺘﻪ ﻓﻰ ﻗﻀﻴﺔ ﻤﻌﻴﻨﺔ 0ﻝﻠﻭﻫﻠﺔ ﺍﻷﻭﻝﻰ
ﺴﻴﺩﺭﻙ ﺍﻝﻤﺤﺎﻤﻰ ﻤﻭﻗﻑ ﻫﺫﺍ ﺍﻝﻌﻤﻴل ﺒﺸﻜل ﻏﻴﺭ ﺩﻗﻴﻕ 0ﺇﺫ ﺃﻥ ﺍﻝﻤﻌﻠﻭﻤﺎﺕ ﺍﻷﻭﻝﻴﺔ ﻤﺤﺩﻭﺩﺓ 0
ﻝﺫﻝﻙ ﻓﺈﻥ ﻤﺸﻭﺭﺘﻪ ﺴﺘﺘﺄﺜﺭ ﺒﻌﺩﻡ ﺃﻭ ﻗﺼﻭﺭ ﺇﺩﺭﺍﻜﻪ ﻝﻤﻭﻗﻑ ﻫﺫﺍ ﺍﻝﻌﻤﻴل ﺃﻭ ﺍﻝﻤﻭﻜـل 0ﻭﻓـﻰ
ﻋﻤﻠﻴﺔ ﺍﻹﺩﺭﺍﻙ ﻨﺤﺎﻭل ﺘﻔﺴﻴﺭ ﻤﺎ ﺃﻨﺘﻘﻴﻨﺎﻩ ﻤﻥ ﺍﻝﻤﺜﻴﺭﺍﺕ ﻭﻫﺫﺍ ﻴﺘﻁﻠﺏ ﺘﻨﻅﻴﻡ ﻤﺎ ﺇﺴﺘﻘﺒﻠﻨﺎﻩ0
ﻋﻨﺩﻤﺎ ﻨﺘﻌﺭﺽ ﻝﻤﺜﻴﺭ ﻤﻌﻴﻥ ،ﻓﻨﺤﻥ ﻻ ﻨﺩﺭﻙ ﻋﻨﺎﺼﺭﻩ ﻤﻔﻜﻜﺔ ﺃﻭ ﻤﺒﻌﺜﺭﺓ 0ﺒل ﺘﻨﻅﻤﻬﺎ ﻋﻘﻭﻝﻨﺎ
ﻭﺘﺠﻤﻌﻬﺎ ﻭﺘﺭﺘﺒﻬﺎ ﻓﻰ ﻨﺴﻕ ﻤﺘﺭﺍﺒﻁ ﺫﻭ ﻤﻌﻨﻰ 0ﻭﻫﺫﺍ ﻤﺎ ﻴﺴﻤﻰ ﺒﺎﻝﺘﻨﻅﻴﻡ ﺍﻹﺩﺭﺍﻜﻰ 0ﻓﺄﻨـﺕ ﻋﻨـﺩﻤﺎ
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ﺘﺴﺘﻤﻊ ﻝﺤﺩﻴﺙ ﺯﻤﻴﻠﻙ ،ﺘﺭﺒﻁ ﺒﻴﻥ ﺍﻝﻜﻠﻤﺎﺕ ﻭﺍﻝﺠﻤل ﻭﻨﺒﺭﺓ ﺍﻝﺼﻭﺕ ﻭﺘﻌﺒﻴﺭﺍﺕ ﺍﻝﻭﺠﻪ 0ﻭﺘﻜﻭﻥ ﻤﻥ
ﻼ ﻝﻺﺩﺭﺍﻙ .ﻭﻨﺤﻥ ﻨﺴﺘﺨﺩﻡ ﻓﻰ ﻫﺫﺍ ﺍﻝﺼﺩﺩ ﺒﻌﺽ ﺍﻷﺴﺱ ﻝﺘﻨﻅـﻴﻡ
ﻼ ﻤﺘﻜﺎﻤ ﹰ
ﻜل ﻫﺫﻩ ﺍﻝﻌﻨﺎﺼﺭ ﻫﻴﻜ ﹰ
ﺃﺤﺎﺴﻴﺴﻨﺎ ﻓﻤﺜﻼﹰ ،ﻓﻰ ﺍﺠﺘﻤﺎﻉ ﻝﻔﺭﻴﻕ ﻋﻤل ﻴﺭﻜﺯ ﻤﻌﻅﻡ ﺍﻝﻨﺎﺱ ﻋﻠﻰ ﺍﻝﻤﻨﺎﻗﺸﺔ ﺍﻝﻠﻔﻅﻴﺔ ﻭﻴﻔﺸﻠﻭﻥ ﻓـﻰ
ﺍﻻﻨﺘﺒﺎﻩ ﺇﻝﻰ ﺨﻠﻔﻴﺔ ﺍﻝﺭﺴﺎﺌل ﻏﻴﺭ ﺍﻝﻠﻔﻅﻴﺔ ﺍﻝﺘﻰ ﻗﺩ ﻴﻜﻭﻥ ﻝﻬﺎ ﻤﻌﺎﻥ ﻭﻤﺩﻝﻭﻻﺕ ﺃﻜﺜﺭ ﺠﺩﻭﻯ ﻓﻰ ﻓﻬـﻡ
ﻤﺠﺭﻴﺎﺕ ﺍﻝﻤﻨﺎﻗﺸﺔ ﻭﺃﺩﺍﺀ ﺍﻝﻔﺭﻴﻕ .
ﻜﻠﻤﺎ ﺘﺸﺎﺒﻬﺕ ﺨﺼﺎﺌﺹ ﻋﺩﺓ ﻤﺜﻴﺭﺍﺕ ﻴﻤﻴل ﺍﻝﻔﺭﺩ ﻹﺩﺭﺍﻜﻬﺎ ﻜﺘﺠﻤﻊ ﻭﺍﺤﺩ ﺃﻭ ﻤﺠﻤﻭﻋﺔ ﻭﺍﺤﺩ .
ﻭﺍﻝﻔﺭﻕ ﺍﻝﺭﻴﺎﻀﻴﺔ ﺘﺭﺘﺩﻯ ﺃﺯﻴﺎﺀ ﻤﻤﻴﺯﺓ ﻝﻤﺴﺎﻋﺩﺓ ﻻﻋﺒﻰ ﻜل ﻓﺭﻴﻕ ﻋﻠﻰ ﺍﻝﺘﻌﺭﻑ ﻋﻠﻰ ﺯﻤﻼﺌﻬﻡ ﻓﻰ
ﺍﻝﻔﺭﻴﻕ ﻭﺘﻤﻴﻴﺯﻫﻡ .
ﻋﻨﺩﻤﺎ ﺘﺘﻘﺎﺭﺏ ﺍﻝﻤﺜﻴﺭﺍﺕ ﻓﻰ ﺍﻝﻤﺴﺎﻓﺔ ﺃﻭ ﺍﻝﻭﻗﺕ ﻓﺈﻨﻬﺎ ﺘﺘﺠﻤﻊ ﺃﻭ ﺘﺭﺘﺒﻁ ﺒﺒﻌﻀﻬﺎ ﻓـﻰ ﺫﻫﻨـﺎ
ﻝﺸﺨﺹ ﺍﻝﻤﺩﺭﻙ ﻓﻘﺩ ﺘﺭﻯ ﺸﺨﺼﺎ ﻭﺠﻴﻬﺎ ﻴﻘﻑ ﺒﺠﺎﻨﺏ ﺒﺎﺏ ﺴﻴﺎﺭﺓ ﻓﺨﻤﺔ ﻓﺘﺩﺭﻜﻪ ﻋﻠﻰ ﺃﻨﻪ ﺼﺎﺤﺒﻬﺎ
ﻭﻗﺩ ﺘﺭﻯ ﻤﻭﻅﻔﺎ ﻤﺘﻀﺎﻴﻘﹰﺎ ﺃﻭ ﻤﺤﺒﻁﹰﺎ ﺒﻌﺩ ﺨﺭﻭﺝ ﻤﺩﻴﺭﻩ ﻤﻥ ﻏﺭﻓﺘﻪ ﻓﺘﺩﺭﻙ ﺃﻥ ﻤﺩﻴﺭﻩ ﻗـﺩ ﺃﻨﺒـﻪ ﺃﻭ
ﺇﻨﺘﻘﺩﻩ .
– 1ﺍﻻﻨﺘﻘﺎﺌﻴﺔ :Selectivityﻷﻥ ﺍﻹﻨﺴﺎﻥ ﻻ ﻴﻤﻜﻨﻪ ﺃﻥ ﻴﻔﻬﻡ ﺃﻭ ﻴﺘﺄﺜﺭ ﺒﻜل ﺸﻰﺀ ﻴﺭﺍﻩ ،ﺒل ﻫـﻭ
ﻴﺴﺘﻭﻋﺏ ﺒﻌﺽ ﺍﻝﻤﺅﺜﺭﺍﺕ ﺍﻝﺒﺭﺍﻗﺔ ﻏﻴﺭ ﺍﻝﻌﺎﺩﻴﺔ ﺍﻝﺘﻰ ﻤﻥ ﺍﻝﻤﻤﻜﻥ ﺃﻥ ﺘﺜﻴﺭ ﺇﻨﺘﺒﺎﻫﻪ ،ﻓﺎﻝﻤﻭﻅﻑ
ﺍﻝﺫﻯ ﻴﻭﻀﻊ ﺘﺤﺕ ﺍﻝﻤﺭﺍﻗﺒﺔ ﺍﻝﻭﻅﻴﻔﻴﺔ ﺘﺤﺴﺏ ﻝﻪ ﻜل ﺘﺼﺭﻓﺎﺘﻪ ،ﻓﻰ ﺤﻴﻥ ﻻ ﺘﺤﺴﺏ ﺘﺼﺭﻓﺎﺕ
ﺍﻝﻤﻭﻅﻑ ﺍﻝﻌﺎﺩﻯ ﻭﺫﻝﻙ ﺒﺴﺒﺏ ﺍﻹﻨﺘﻘﺎﺌﻴﺔ ﺍﻝﻤﻭﺠﻬﺔ ﻝﻠﻤﻭﻅﻑ ﺍﻷﻭل ،ﻜﺫﻝﻙ ﺩﻝـﺕ ﺍﻷﺒﺤـﺎﺙ ﺃﻥ
ﻨﻭﻋﻴﺔ ﺍﻝﺘﺩﺭﻴﺏ ﺃﻭ ﺍﻝﻭﻅﻴﻔﺔ ﺃﻭ ﺨﻠﻔﻴﺔ ﺍﻝﺸﺨﺹ ﻴﻤﻜﻥ ﺃﻥ ﺘﺤﺩ ﺃﻭ ﺘﻀﻴﻕ ﻤﻥ ﺇﺩﺭﺍﻙ ﺍﻝـﺸﺨﺹ
ﻝﻴﺭﻯ ﺍﻷﺤﺩﺍﺙ ﺒﺼﻭﺭﺓ ﺍﻨﺘﻘﺎﺌﻴﺔ .
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-4ﺍﻝﺘﻭﻗﻌﺎﺕ :Expectationsﻴﺘﺄﺜﺭ ﺍﻹﺩﺭﺍﻙ ﺃﻴﻀﹰﺎ ﺒﺎﻝﺘﻭﻗﻌﺎﺕ ﻭﺍﻝﺘـﻰ ﻴﻤﻜـﻥ ﺃﻥ ﺘـﺅﺜﺭ ﻓـﻰ
ﺍﻨﺤﺭﺍﻑ ﺇﺩﺭﺍﻜﻨﺎ ﻋﻥ ﺍﻝﻭﺍﻗﻊ ،ﻓﺈﺫﺍ ﻜﺎﻨﺕ ﺘﺼﻭﺭﺍﺘﻨﺎ ﺃﻥ :ﺭﺠﺎل ﺍﻝﺸﺭﻁﺔ ﻴﺘﺼﻔﻭﻥ ﺒﺎﻝﻐﻠﻅﺔ ،ﺃﻭ
ﺍﻝﺭﻴﺎﻀﻴﻭﻥ ﻴﺘﺴﻤﻭﻥ ﺒﺎﻝﻐﺒﺎﺀ ،ﺃﻭ ﺍﻝﺸﺒﺎﺏ ﻋﺎﺩﺓ ﻤﺎ ﻴﻜﻭﻨﻭﺍ ﻤﺘﻬﻭﺭﻴﻥ 00ﻓﺈﻥ ﺍﻹﻨﻁﺒﺎﻉ ﻭﺍﻝﺴﻠﻭﻙ
ﺴﻴﻜﻭﻥ ﺇﻨﻌﻜﺎﺴﹰﺎ ﻝﺘﺼﻭﺭﺍﺘﻨﺎ ،ﺒﻐﺽ ﺍﻝﻨﻅﺭ ﻋﻥ ﺍﻝﻔﺭﻭﻕ ﺒﻴﻥ ﺍﻝﺒﺸﺭ ﻭﺒﻐﺽ ﺍﻝﻨﻅﺭ ﻋﻥ ﺍﻝﺼﻔﺎﺕ
ﺍﻝﺸﺨﺼﻴﺔ ﻭﺍﻝﺤﻘﻴﻘﻴﺔ ﻭﺍﻝﺘﻰ ﺘﺨﺘﻠﻑ ﻤﻥ ﺸﺨﺹ ﻵﺨﺭ0
-5ﺍﻝﺨﺒﺭﺓ ﺍﻝﻤﺎﻀﻴﺔ :Past Experienceﺘﻌﻤل ﺍﻝﺨﺒﺭﺍﺕ ﺍﻝﻤﺎﻀﻴﺔ ﻋﻠﻰ ﺍﻝﺘﺄﺜﻴﺭ ﻓﻰ ﺇﺩﺭﺍﻜﻨـﺎ،
ﻓﺎﻷﺤﺩﺍﺙ ﺃﻭ ﺍﻷﺸﻴﺎﺀ ﺍﻝﺘﻰ ﺃﺼﺒﺤﺕ ﺃﻗل ﻏﺭﺍﺒﺔ ﻭﻝﻡ ﺘﻌﺩ ﺠﺩﻴﺩﺓ ﺘﺼﺒﺢ ﺃﻗل ﺇﺜـﺎﺭﺓ ﻝﺤﻭﺍﺴـﻨﺎ
ﻭﺃﻫﺘﻤﺎﻤﺎﺘﻨﺎ 0ﻝﺫﻝﻙ ﻓﻨﺤﻥ ﺃﻜﺜﺭ ﺍﻨﺘﺒﺎﻫﹰﺎ ﻵﻝﺔ ﺠﺩﻴﺩﺓ ،ﻜﺫﻝﻙ ﺍﻝﺸﺨﺹ ﺍﻝﻐﺭﻴـﺏ ﻋـﻥ ﻤﺠﺘﻤـﻊ
ﻤﺨﺘﻠﻑ ﻓﻰ ﻋﺎﺩﺍﺘﻪ ﻭﺘﻘﺎﻝﻴﺩﻩ ﺴﻭﻑ ﻴﻜﻭﻥ ﺃﻜﺜﺭ ﻤﻼﺤﻅﺔ ﻝﻬﺫﻩ ﺍﻝﻔﺭﻭﻕ ﺍﻝﺜﻘﺎﻓﻴﺔ ﻤـﻥ ﺸـﺨﺹ
ﻴﻌﻴﺵ ﻓﺘﺭﺓ ﻁﻭﻴﻠﺔ ﻓﻰ ﺫﻝﻙ ﺍﻝﻤﺠﺘﻤﻊ0
-6ﺍﻝﺜﻘﺎﻓﺔ : Cultureﺘﺅﺜﺭ ﺍﻝﺨﻠﻔﻴﺔ ﺍﻝﺜﻘﺎﻓﻴﺔ ﻷﻯ ﻓﺭﺩ ﺃﻭ ﻤﺠﻤﻭﻋﺔ ﻋﻠﻰ ﺇﺩﺭﺍﻜﻬﻡ ﻝﻸﻤﻭﺭ ،ﻭﻗـﺩ
ﺘﺅﺩﻯ ﺇﻝﻰ ﺘﺸﻭﻴﻪ ﻭﺍﻨﺤﺭﺍﻑ ﻓﻰ ﺭﺅﻴﺔ ﺍﻷﻤﻭﺭ ﻋﻠﻰ ﺤﻘﻴﻘﺘﻬﺎ .ﻓﺎﻝﻭﻗﺕ ﻤﻬﻤﺎ ﻓﻰ ﺤﻴﺎﺓ ﺍﻝﻐـﺭﺏ
ﻝﻜﻨﻪ ﻝﻴﺱ ﻜﺫﻝﻙ ﻓﻰ ﺍﻝﺸﺭﻕ ،ﻓﻘﺩ ﻴﺄﺘﻰ ﺭﺠل ﺃﻋﻤﺎل ﻏﺭﺒﻰ ﻓﻰ ﺭﺤﻠﺔ ﻋﻤل ،ﻝﻜﻨﻪ ﻗﺩ ﻴـﻀﻴﻕ
ﺫﺭﻋﹰﺎ ﻤﻥ ﺍﻹﻨﺘﻅﺎﺭ ﺃﻭ ﻋﺩﻡ ﺍﻝﺘﻘﻴﺩ ﻭﺍﻹﻝﺘﺯﺍﻡ ﺒﺎﻝﻤﻭﺍﻋﻴﺩ ﻓﻴﻌﺘﻘﺩ ﺃﻨﻬﺎ ﺇﻫﺎﻨﺔ ﻝﻪ ﺃﻭ ﻋﺩﻡ ﺍﻜﺘـﺭﺍﺙ
ﻭﻻﻤﺒﺎﻻﺓ ﻤﻥ ﺯﻤﻴﻠﻪ ﺭﺠل ﺍﻷﻋﻤﺎل ﺍﻝﺸﺭﻗﻰ ،ﻭﺍﻝﻭﺍﻗﻊ ﺃﻨﻬﺎ ﺍﻝﺒﻴﺌﺔ ﺍﻝﺜﻘﺎﻓﻴﺔ ﺍﻝﺘﻰ ﺘﺠﻌل ﻜل ﻤﻨﻬﻤﺎ
ﻴﺩﺭﻙ ﺍﻷﻤﻭﺭ ﻤﻥ ﻤﻨﻅﺎﺭﻩ0
-7ﺃﺜﺭ ﺍﻝﻬﺎﻝﺔ :Halo Effectﺇﻥ ﺍﻝﺘﺄﺜﻴﺭ ﺒﺎﻝﺸﻌﻭﺭ ﺍﻝﺸﺨﺼﻰ ﻭﻝﻴﺱ ﺒﺎﻹﻋﺘﺒﺎﺭﺍﺕ ﺍﻝﻤﻭﻀـﻭﻋﻴﺔ
ﻴﻌﺘﺒﺭ ﻤﻥ ﺃﺤﺩ ﺍﻝﻌﻭﺍﻤل ﺍﻝﺘﻰ ﺘﺅﺜﺭ ﻋﻠﻰ ﻤﺩﺍﺭﻜﻨﺎ ،ﺤﻴﻨﻤﺎ ﻨﺒﻨﻰ ﺍﻨﻁﺒﺎﻋﺎﺘﻨﺎ ﻋﻥ ﺸﺨﺹ ﻤﺎ ﻋﻠﻰ
ﺼﻔﺔ ﻭﺍﺤﺩﺓ ﻤﺜل ﺍﻝﻠﺒﺎﻗﺔ ﺃﻭ ﺍﻝﻤﻅﻬﺭ ﺃﻭ ﻜﻭﻨﻪ ﺍﺠﺘﻤﺎﻋﻴﹰﺎ0
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ا&%ر ا # "$ادراك :
ﻝﻴﺱ ﻤﻥ ﺍﻝﻤﺘﺼﻭﺭ ﻋﻤﻠﻴﹰﺎ ﺃﻥ ﻴﻜﻭﻥ ﺤﻜﻤﻨﺎ ﻋﻠﻰ ﺴﻠﻭﻙ ﺍﻷﺸﺨﺎﺹ ﺩﻗﻴﻘﹰﺎ ﺘﻤﺎﻤﹰﺎ ﺤﻴﺙ ﺘـﺸﻭﺒﻪ
ﺒﻌﺽ ﻨﻭﺍﺤﻰ ﺍﻝﻘﺼﻭﺭ ﺒﺴﺒﺏ ﺃﺨﻁﺎﺀ ﺍﻹﺩﺭﺍﻙ ﻭﺍﻝﺘﺤﻴﺯ ،ﻭﺴﻨﺒﻴﻥ ﻓﻴﻤﺎ ﻴﻠﻰ ﺒﻌـﺽ ﺃﻨـﻭﺍﻉ ﺘﻠـﻙ
ﺍﻷﺨﻁﺎﺀ ﻭﻜﻴﻔﻴﺔ ﺍﻝﺘﻐﻠﺏ ﻋﻠﻴﻬﺎ .
) (1ﺃﺨﻁﺎﺀ ﺍﻝﻌﺯﻭ ﺍﻷﺴﺎﺴﻴﺔ :ﺒﺎﻝﺭﻏﻡ ﻤﻥ ﻭﺠﻭﺩ ﻤﺠﻤﻭﻋﺘﻴﻥ ﻤﻥ ﺍﻷﺴﺒﺎﺏ ﺍﻝﺩﺍﺨﻠﻴﺔ ﻭﺍﻝﺨﺎﺭﺠﻴـﺔ
ﻝﺘﻔﺴﻴﺭ ﺍﻝﺴﻠﻭﻙ ﺇﻻ ﺃﻥ ﺍﻝﻜﺜﻴﺭﻴﻥ ﻴﻤﻴﻠﻭﻥ ﺇﻝﻰ ﻋﺯﻭ ﺍﻝﺴﻠﻭﻙ ﺇﻝﻰ ﺃﺴﺒﺎﺏ ﺩﺍﺨﻠﻴﺔ ﺃﻜﺜﺭ ﻤﻥ ﻋﺯﻭﻩ
ﺇﻝﻰ ﺃﺴﺒﺎﺏ ﺨﺎﺭﺠﻴﺔ .ﻓﺈﺫﺍ ﺘﺄﺨﺭ ﺍﻝﻔﺭﺩ ﻋﻥ ﺍﻝﺤﻀﻭﺭ ﻝﻠﻌﻤل ﻓﺈﻥ ﺍﻝﺘﻔﺴﻴﺭ ﺍﻝﻔـﻭﺭﻯ ﺃﻥ ﻫـﺫﺍ
ﺍﻝﺸﺨﺹ ﻜﺴﻭل ﻭﻤﺘﺭﺍﺥ ﻭﻝﻴﺱ ﻝﻜﺜﺎﻓﺔ ﺤﺭﻜﺔ ﺍﻝﻤﺭﻭﺭ ﻭﺘﺄﺨﺭ ﺍﻝﻤﻭﺍﺼﻼﺕ .ﺃﻯ ﺃﻥ ﺍﻝﺘﻔـﺴﻴﺭ
ﻴﺤﺎﻭل ﺃﻥ ﻴﻠﺤﻕ ﺍﻷﺴﺒﺎﺏ ﺒﺨﺼﺎﺌﺹ ﺍﻝﻔﺭﺩ ﻭﺼﻔﺎﺘﻪ .ﻭﻴﻤﻜﻥ ﺇﺭﺠﺎﻉ ﻫﺫﺍ ﺍﻝﺘﺤﻴﺯ ﺍﻹﺩﺭﺍﻜـﻰ
ﻓﻰ ﺍﻝﻭﺍﻗﻊ ﻝﺼﻌﻭﺒﺔ ﻓﻬﻡ ﻭﺘﻔﺴﻴﺭ ﺍﻝﻌﻭﺍﻤل ﺍﻝﻤﻭﻗﻔﻴﺔ ) ﺍﻝﺨﺎﺭﺠﻴﺔ ( ﺍﻝﻤـﺅﺜﺭﺓ ﻓـﻰ ﺍﻝـﺴﻠﻭﻙ .
ﻭﻻﺸﻙ ﺃﻥ ﻫﺫﺍ ﺍﻝﺘﻔﺴﻴﺭ ﺃﺤﺎﺩﻯ ﺍﻝﻨﻅﺭﺓ ﻝﻪ ﺨﻁﻭﺭﺘﻪ ﻓﻰ ﺍﻝﺘﻨﻅﻴﻡ ﻷﻥ ﻤﻌﻨﺎﻩ ﺇﻝﺼﺎﻕ ﻜل ﻗﺼﻭﺭ
ﺃﻭ ﺘﺼﺭﻑ ﺴﻠﺒﻰ ﺒﺨﺼﺎﺌﺹ ﺍﻷﻓﺭﺍﺩ ﻭﺇﻫﻤﺎل ﺘﻔﺴﻴﺭ ﺍﻝﻌﻭﺍﻤل ﺍﻝﺨﺎﺭﺠﻴﺔ ﺍﻝﻤﺅﺜﺭﺓ .
) (2ﺘﺄﺜﻴﺭ ﺍﻝﻬﺎﻝﺔ :ﻭﺘﺸﻴﺭ ﺇﻝﻰ ﺍﻝﻤﻭﻗﻑ ﺍﻝﺫﻯ ﻴﺄﺨﺫ ﻓﻴﻪ ﺍﻝﻔﺭﺩ ﺍﻨﻁﺒﺎﻋﹰﺎ ﻋﻥ ﺸﺨﺹ ﺁﺨﺭ ﻭﻴـﺼﺒﺢ
ﻫﺫﺍ ﺍﻻﻨﻁﺒﺎﻉ ﺃﺴﺎﺱ ﻝﻠﺤﻜﻡ ﻋﻠﻴﻪ ﺇﻴﺠﺎﺒﻴﹰﺎ ﺃﻭ ﺴﻠﺒﻴﹰﺎ .ﻭﻗﺩ ﻴﺄﺘﻰ ﻫﺫﺍ ﺍﻻﻨﻁﺒﺎﻉ ﻤﻥ ﺨﺎﺼﻴﺔ ﻤﻌﻴﻨﺔ
ﻜﺤﺴﻥ ﺍﻝﻤﻅﻬﺭ ﺃﻭ ﻝﺒﺎﻗﺔ ﺍﻝﺤﺩﻴﺙ ﺃﻭ ﺴﻭﺀ ﺍﻝﻤﻅﻬﺭ ﺃﻭ ﻤﺎ ﺸﺎﺒﻪ ﺫﻝﻙ .
ﻭﻴﺒﺩﻭ ﺘﺄﺜﻴﺭ ﺍﻝﻬﺎﻝﺔ ﻭﺍﻀﺤﹰﺎ ﻓﻰ ﺒﻌﺽ ﺍﻝﻤﺠﺎﻻﺕ ﻤﺜل ﺘﻘﻴﻴﻡ ﺍﻷﺩﺍﺀ .ﻓﺎﻝﺸﺨﺹ ﺍﻝﺫﻯ ﻴﺤـﺼل
ﻋﻠﻰ ﺘﻘﺩﻴﺭﺍﺕ ﻋﺎﻝﻴﺔ ﻓﻰ ﺒﻌﺽ ﺍﻷﺒﻌﺎﺩ ﺘﺠﻌل ﺍﻝﻤﺩﻴﺭ ﻴﻤﻴل ﺇﻝﻰ ﺘﻌﻤﻴﻡ ﺫﻝﻙ ﻋﻠﻰ ﺒﺎﻗﻰ ﺃﺒﻌـﺎﺩ
ﺍﻝﺘﻘﻴﻴﻡ .
) (3ﺍﻝﺘﺤﻴﺯ ﻝﻠﺸﺒﻴﻪ :ﻫﻨﺎﻙ ﻨﻭﻉ ﺁﺨﺭ ﻤﻥ ﺃﻨﻭﺍﻉ ﺍﻝﺘﺤﻴﺯ ﺍﻹﺩﺭﺍﻜﻰ ﻴﺘﻤﺜل ﻓﻰ ﺍﻝﻤﻴل ﻨﺤﻭ ﺍﻝﺘﻘﻴـﻴﻡ
ﺍﻹﻴﺠﺎﺒﻰ ﻝﻠﺸﺒﻴﻪ .ﺒﻤﻌﻨﻰ ﺃﻥ ﺍﻹﻨﺴﺎﻥ ﺇﺫﺍ ﻜﺎﻥ ﻴﻌﺘﻘﺩ ﺃﻥ ﻫﺫﺍ ﺍﻝﺸﺨﺹ ﻴﺸﺒﻬﻪ ﻓﻰ ﻜﺜﻴﺭ ﻤـﻥ
ﺍﻝﻨﻭﺍﺤﻰ ﻓﻬل ﻴﻤﻴل ﺇﻝﻰ ﺇﻋﻁﺎﺌﻪ ﺘﻘﺩﻴﺭﺍﺕ ﻋﺎﻝﻴﺔ ﺍﻝﺘﻘﻴﻴﻡ ﺍﻹﻴﺠﺎﺒﻰ ﻝﻪ ،ﻭﺇﺫﺍ ﻜﺎﻥ ﻏﻴﺭ ﺫﻝﻙ ﻓﻬﻭ
ﻴﻤﻴل ﺇﻝﻰ ﺇﻋﻁﺎﺌﻪ ﺘﻘﺩﻴﺭﺍﺕ ﻤﻨﺨﻔﻀﺔ ﺍﻝﺘﻘﻴﻴﻡ ﺍﻝﺴﻠﺒﻰ ﻝﻪ .ﻭﻗﺩ ﻴﻜﻭﻥ ﻫﺫﺍ ﺍﻝﺘﺸﺎﺒﻪ ﻓـﻰ ﻗـﻴﻡ
ﺍﻝﻌﻤل ﺃﻭ ﺍﻝﻌﺎﺩﺍﺕ ،ﺃﻭ ﺍﻝﻤﻌﺘﻘﺩﺍﺕ ،ﺃﻭ ﺍﻝﻨﻭﺍﺤﻰ ﺍﻝﺩﻴﻤﻐﺭﺍﻓﻴﺔ ) ﻜﺎﻝﺴﻥ ،ﻭﺍﻝﻨﻭﻉ ،ﻭﺍﻝﺠﻨﺴﻴﺔ،
ﻭﺨﺒﺭﺓ ﺍﻝﻌﻤل ...ﺍﻝﺦ ( .ﻭﻴﻤﻜﻥ ﺇﺭﺠﺎﻉ ﻫﺫﻩ ﺍﻝﺨﺎﺼﻴﺔ ﺠﺯﺌﻴﹰﺎ ﺇﻝﻰ ﻤﻴل ﺍﻝﻨـﺎﺱ ﻝﻼﺭﺘﺒـﺎﻁ
ﺒﺎﻝﺸﺒﻴﻪ .ﻭﺘﺅﻜﺩ ﺒﻌﺽ ﺍﻝﺩﺭﺍﺴﺎﺕ ﺃﻥ ﺍﻝﻤﺭﺀﻭﺴﻴﻥ ﻓﻰ ﺍﻝﻌﻤل ﻴﻜﻭﻨﻭﻥ ﺃﻜﺜﺭ ﺜﻘﺔ ﻓﻰ ﺍﻝﺭﺅﺴـﺎﺀ
ﺍﻝﺫﻴﻥ ﻴﺸﺘﺭﻜﻭﻥ ﻤﻌﻬﻡ ﻓﻰ ﺒﻌﺽ ﺃﻭﺠﻪ ﺍﻝﺸﺒﻪ ﻤﻤﺎ ﻴﻘﻭﻯ ﺍﻝﻌﻼﻗﺔ ﻓﻴﻤﺎ ﺒﻴﻨﻬﻡ ﻭﻗﺩ ﻴـﺩﻓﻊ ﺫﻝـﻙ
ﺍﻝﺭﺅﺴﺎﺀ ﻝﻠﺘﺤﻴﺯ ﻓﻰ ﺘﻘﻴﻴﻡ ﻫﺅﻻﺀ ﺍﻷﺸﺨﺎﺹ .
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) (4ﺨﻁﺄ ﺍﻻﻨﻁﺒﺎﻉ ﺍﻷﻭل :ﻻ ﻴﺘﺄﺜﺭ ﺤﻜﻤﻨﺎ ﻋﻠﻰ ﺍﻝﺸﺨﺹ ﺒﻤﺎ ﻴﺅﺩﻴﻪ ﺍﻵﻥ ﻓﻘﻁ ﻭﻝﻜﻥ ﻴﺘﺄﺜﺭ ﺃﻴﻀﹰﺎ
ﺒﺎﻻﻨﻁﺒﺎﻉ ﺍﻷﻭل ﻋﻨﻪ ﻤﻤﺎ ﻗﺩ ﻴﻭﻗﻌﻨﺎ ﻓﻰ ﺨﻁﺄ ﺍﻻﻨﻁﺒﺎﻉ ﺍﻷﻭل .ﻭﻴﺒﺩﻭ ﺨﻁﻭﺭﺓ ﺫﻝـﻙ ﻓـﻰ
ﺍﻝﺘﻨﻅﻴﻡ ﺨﺎﺼﺔ ﻓﻰ ﺘﻘﻴﻴﻡ ﺃﺩﺍﺀ ﺍﻝﻔﺭﺩ ﻓﺈﺫﺍ ﻜﺎﻥ ﺍﻻﻨﻁﺒﺎﻉ ﺍﻷﻭل ﻋﻨﻪ ﺒﺄﻨـﻪ ﺸـﺨﺹ ﻜـﺴﻭل
ﻭﻤﻨﺨﻔﺽ ﺍﻷﺩﺍﺀ ﻓﻘﺩ ﺘﺴﺘﻤﺭ ﺘﻠﻙ ﺍﻝﻨﻅﺭﺓ ﺤﺘﻰ ﻝﻭ ﺘﺤﺴﻥ ﺃﺩﺍﺅﻩ .ﻭﺒﺎﻝﻌﻜﺱ ﺇﺫﺍ ﻜﺎﻥ ﺍﻻﻨﻁﺒﺎﻉ
ﺍﻷﻭل ﻋﻨﻪ ﺒﺄﻨﻪ ﺸﺨﺹ ﻤﺠﺘﻬﺩ ﻭﻤﺘﻔﻭﻕ ﺍﻷﺩﺍﺀ ﻓﻘﺩ ﺘﺴﺘﻤﺭ ﺘﻠﻙ ﺍﻝﻨﻅﺭﺓ ﺤﺘـﻰ ﻝـﻭ ﺘﻜﺎﺴـل
ﻭﺃﺼﺒﺢ ﻤﻨﺨﻔﺽ ﺍﻷﺩﺍﺀ .ﻭﻫﻜﺫﺍ ﻨﺠﺩ ﺃﻥ ﺨﻁﺄ ﺍﻻﻨﻁﺒﺎﻉ ﺍﻷﻭل ﻴﺅﺜﺭ ﻓﻰ ﺩﻗﺔ ﺍﻝﺘﻘﻴﻴﻡ .
) (5ﺍﻹﺩﺭﺍﻙ ﺍﻻﻨﺘﻘﺎﺌﻰ :ﻤﻥ ﺒﻴﻥ ﺃﻨﻭﺍﻉ ﺍﻝﺘﺤﻴﺯ ﺍﻹﺩﺭﺍﻜﻰ ﺍﻷﺨﺭﻯ ﻤﺎ ﻴﺴﻤﻰ ﺒﺎﻹﺩﺭﺍﻙ ﺍﻻﻨﺘﻘـﺎﺌﻰ
ﺤﻴﺙ ﻴﻤﻴل ﺍﻝﺒﻌﺽ ﺇﻝﻰ ﺍﻝﺘﺭﻜﻴﺯ ﻋﻠﻰ ﺒﻌﺽ ﺍﻝﻨﻭﺍﺤﻰ ﻓﻰ ﺍﻝﻤﻭﻗﻑ ﻭﻴﻬﻤل ﺍﻝﻨﻭﺍﺤﻰ ﺍﻷﺨـﺭﻯ
ﻭﻴﺤﺩﺙ ﺫﻝﻙ ﻓﻰ ﻤﺠﺎل ﺍﻷﻋﻤﺎل ﺒﻜﺜﺭﺓ ﻓﺈﺫﺍ ﺴﺄﻝﺕ ﺃﺤﺩ ﻜﺒﺎﺭ ﺍﻝﻤﺩﻴﺭﻴﻥ ﻋﻥ ﺃﻜﺜـﺭ ﻭﻅـﺎﺌﻑ
ﺍﻝﻤﻨﻅﻤﺔ ﺘﺄﺜﻴﺭﹰﺍ ﻓﻰ ﻓﻌﺎﻝﻴﺘﻬﺎ ،ﺘﺠﺩﻩ ﻴﻨﺘﻘﻰ ﺍﻝﻭﻅﺎﺌﻑ ﺍﻝﺘﻰ ﻝﻬﺎ ﻋﻼﻗـﺔ ﺒﺘﺨﺼـﺼﻪ ﻭﺨﻠﻔﻴﺘـﻪ
ﺍﻝﻤﻬﻨﻴﺔ ﻓﺎﻝﻤﺩﻴﺭ ﺍﻝﺫﻯ ﺘﺭﺠﻊ ﺨﻠﻔﻴﺘﻪ ﻝﻨﺸﺎﻁ ﺍﻝﺒﻴﻊ ﻭﺍﻝﺘﺴﻭﻴﻕ ﺘﺠﺩﻩ ﻴﺅﻜﺩ ﻋﻠﻰ ﺍﻝﺘﻐﻴﺭ ﻓﻰ ﺍﻝﺴﻠﻊ
ﻭﺍﻝﺨﺩﻤﺎﺕ ﺒﺎﻋﺘﺒﺎﺭﻫﻤﺎ ﺃﻜﺜﺭ ﺍﻷﻤﻭﺭ ﺃﻫﻤﻴﺔ ﻭﺍﻝﻤﺩﻴﺭ ﺍﻝﺫﻯ ﺘﺭﺠﻊ ﺨﻠﻔﻴﺘﻪ ﺇﻝﻰ ﺍﻝﺒﺤﻭﺙ ﻭﺍﻝﺘﻁﻭﻴﺭ
ﻴﺅﻜﺩ ﻋﻠﻰ ﺒﻴﺌﺔ ﺍﻷﻋﻤﺎل ﺒﺎﻋﺘﺒﺎﺭﻫﺎ ﺃﻜﺜﺭ ﺃﻫﻤﻴﺔ ﻤﻥ ﺘﺼﻤﻴﻡ ﺍﻝﻤﻨﺘﺞ .ﻭﺇﺫﺍ ﺃﺨﺫﻨﺎ ﺫﻝـﻙ ﻓـﻰ
ﺍﻻﻋﺘﺒﺎﺭ ﻓﺈﻨﻪ ﻤﻥ ﺍﻝﺴﻬل ﺘﻔﺴﻴﺭ ﻝﻤﺎﺫﺍ ﻴﺩﺭﻙ ﺍﻝﻨﺎﺱ ﺍﻝﻤﻭﻗﻑ ﺍﻝﻭﺍﺤﺩ ﺒﻁﺭﻕ ﻤﺨﺘﻠﻔﺔ .
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) (1ﻻ ﺘﻬﻤل ﺍﻷﺴﺒﺎﺏ ﺍﻝﺨﺎﺭﺠﻴﺔ ﻝﺴﻠﻭﻙ ﺍﻵﺨﺭﻴﻥ :ﻓﺎﻷﺩﺍﺀ ﺍﻝﻤﻨﺨﻔﺽ ﻝﻠﻤﻭﻅﻑ ﻴﻤﻜﻥ ﺃﻥ ﻴﺭﺠﻊ
ﻷﺴﺒﺎﺏ ﺨﺎﺭﺠﻴﺔ ﻻ ﺩﺨل ﻝﻪ ﻓﻴﻬﺎ ﻭﻴﻤﻜﻥ ﺃﻥ ﻴﺴﺄل ﺍﻝﻤﺩﻴﺭ ﻨﻔﺴﻪ ﺍﻝﺴﺅﺍل ﺍﻝﺘﺎﻝﻰ :ﻫل ﻝﻭ ﻭﻀﻊ
ﺸﺨﺹ ﺁﺨﺭ ﻓﻰ ﻨﻔﺱ ﺍﻝﻅﺭﻭﻑ ﺴﻴﻜﻭﻥ ﺃﺩﺍﺌﻪ ﺴﻴﺌﹰﺎ ؟ ﻓﺈﺫﺍ ﻜﺎﻨﺕ ﺍﻹﺠﺎﺒﺔ ﺒﻨﻌﻡ ﻓﻼ ﻴﻤﻜﻥ ﻝـﻭﻡ
ﺍﻝﺸﺨﺹ ﻋﻠﻰ ﻤﺴﺘﻭﻯ ﺍﻷﺩﺍﺀ .ﻭﻻﺸﻙ ﺃﻥ ﺍﻝﻤﺩﻴﺭ ﺍﻝﻨﺎﺠﺢ ﻫﻭ ﺍﻝﺫﻯ ﻴﻬﺘﻡ ﺒـﺎﻝﻔﺤﺹ ﺍﻝـﺩﻗﻴﻕ
ﻝﺘﻠﻙ ﺍﻷﻤﻭﺭ ﻝﻴﺤﺩﺩ ﻫل ﻴﺠﺏ ﺃﻥ ﺘﻭﺠﻪ ﺍﻝﺠﻬﻭﺩ ﻝﺘﻨﻤﻴﺔ ﺃﺩﺍﺀ ﺍﻷﻓـﺭﺍﺩ ﺃﻡ ﻝﺘﻐﻴﻴـﺭ ﺍﻝﻅـﺭﻭﻑ
ﺍﻝﻤﺤﻴﻁﺔ ؟
) (2ﺤﺩﺩ ﻨﻭﺍﺤﻰ ﺍﻝﻘﻭﻝﺒﺔ ﺍﻝﺘﻰ ﺘﻌﺘﻨﻘﻬﺎ ﻝﻤﺤﺎﻭﻝﺔ ﺘﻘﻠﻴل ﺘﺄﺜﻴﺭﻫﺎ ﻓﻰ ﺤﻜﻤﻙ ﻋﻠﻰ ﺍﻝﻐﻴﺭ :ﻓﻘـﻀﻴﺔ
ﺍﻝﻘﻭﻝﺒﺔ ﻤﻭﺠﻭﺩﺓ ﻝﺩﻴﻨﺎ ﺠﻤﻴﻌﹰﺎ ﺒﺩﺭﺠﺔ ﺃﻭ ﺒﺄﺨﺭﻯ ﺨﺼﻭﺼﹰﺎ ﻋﻨﺩ ﺍﻝﺘﻌﺎﻤل ﻤﻊ ﺃﺸﺨﺎﺹ ﺠـﺩﺩ .
ﻭﻫﺫﺍ ﺍﻝﺨﻁﺄ ﺍﻝﺸﺎﺌﻊ ﻏﺎﻝﺒﹰﺎ ﻤﺎ ﻴﻜﻭﻥ ﻋﻠﻰ ﺤﺴﺎﺏ ﺍﻝﻐﻴﺭ .ﻝﺫﻝﻙ ﻴﻨﺒﻐﻰ ﺘﺤﺩﻴﺩ ﺘﻠﻙ ﺍﻝﻨـﻭﺍﺤﻰ ،
ﻭﺃﻥ ﺘﻜﻭﻥ ﻋﻠﻰ ﻭﻋﻰ ﺘﺎﻡ ﺒﻬﺎ ﻭﺍﺘﺨﺎﺫ ﺨﻁﻭﺍﺕ ﺠﺎﺩﺓ ﻝﻠﺘﻘﻠﻴل ﻤﻥ ﺁﺜﺎﺭﻫﺎ ﻓﻰ ﺤﻜﻤـﻙ ﻋﻠـﻰ
ﺴﻠﻭﻙ ﺍﻵﺨﺭﻴﻥ .
) (3ﺍﺴﺘﺨﺩﺍﻡ ﻤﻌﺎﻴﻴﺭ ﻤﻭﻀﻭﻋﻴﺔ ﻓﻰ ﺘﻘﻴﻴﻡ ﺍﻵﺨﺭﻴﻥ :ﻓﺎﺴﺘﺨﺩﺍﻡ ﻤﻌﻠﻭﻤﺎﺕ ﻤﻭﻀﻭﻋﻴﺔ ﻝﻠﺤﻜﻡ ﻋﻠﻰ
ﺍﻵﺨﺭﻴﻥ ﻴﻘﻠل ﺇﻝﻰ ﺤﺩ ﻜﺒﻴﺭ ﻤﻥ ﺍﻝﺘﻘﻴﻴﻡ ﺍﻝﺸﺨﺼﻰ ﺍﻝﻤﺒﻨﻰ ﻋﻠـﻰ ﺍﻝﻌﻭﺍﻁـﻑ ،ﻭﻜﻠﻤـﺎ ﺯﺍﺩ
ﺍﺴﺘﺨﺩﺍﻤﻙ ﻝﻤﻌﻠﻭﻤﺎﺕ ﻤﻭﻀﻭﻋﻴﺔ ﻜﻠﻤﺎ ﻗل ﺘﺄﺜﻴﺭ ﻫﺫﺍ ﺍﻝﻨﻭﻉ ﻤﻥ ﺍﻝﺘﺤﻴﺯ .
) (4ﺘﺠﻨﺏ ﺍﻝﺤﻜﻡ ﺍﻝﺴﻁﺤﻰ ﻋﻠﻰ ﺍﻷﺸﺨﺎﺹ :ﻓﻐﺎﻝﺒﹰﺎ ﻤﺎ ﻴﺘﺴﺭﻉ ﺍﻹﻨﺴﺎﻥ ﻓﻰ ﺍﻝﺤﻜﻡ ﻋﻠﻰ ﺍﻝﻨـﺎﺱ
ﺤﺘﻰ ﻭﻝﻭ ﻝﻡ ﺘﻜﻥ ﻝﺩﻴﻪ ﻤﻌﻠﻭﻤﺎﺕ ﻜﺎﻓﻴﺔ ﻋﻨﻬﻡ .ﻝﺫﻝﻙ ﻓﺈﻥ ﺍﻝﺤﻜﻡ ﺍﻝـﺼﺤﻴﺢ ﻭﺍﻝـﺩﻗﻴﻕ ﻋﻠـﻰ
ﺍﻷﺸﺨﺎﺹ ﻴﺘﻁﻠﺏ ﻤﻌﺭﻓﺘﻬﻡ ﻤﻌﺭﻓﺔ ﺠﻴﺩﺓ ﻭﺍﻝﺤﺼﻭل ﻋﻠﻰ ﻤﻌﻠﻭﻤﺎﺕ ﻜﺎﻓﻴﺔ ﻋﻨﻬﻡ .
ﺒﺎﻝﻁﺒﻊ ﺃﻨﻪ ﻝﻴﺱ ﻤﻥ ﺍﻝﺴﻬل ﺘﻁﺒﻴﻕ ﺍﻝﺘﻭﺼﻴﺎﺕ ﺍﻝﺴﺎﺒﻘﺔ ﻋﻤﻠﻴﹰﺎ .ﻭﻝﻜﻥ ﺤﺎﻭل ﺩﺍﺌﻤـﹰﺎ ﻓـﻰ ﺃﻥ
ﺘﺠﻌﻠﻬﺎ ﻨﺼﺏ ﻋﻴﻨﻴﻙ ﻓﻰ ﻤﻭﺍﻗﻑ ﺍﻝﻌﻤل ﻭﺴﺘﺼل ﺇﻝﻰ ﻨﺘﺎﺌﺞ ﺃﻓﻀل .
ﻭﺘﺸﻴﺭ ﻨﺘﺎﺌﺞ ﺍﻷﺒﺤﺎﺙ ﺇﻝﻰ ﺃﻥ ﺇﺩﺭﺍﻙ ﺍﻝﻔﺭﺩ ﻭﺘﺼﻭﺭﻩ ﻝﻅﺭﻭﻑ ﻋﻤﻠﻪ ﺴـﻭﻑ ﺘـﺅﺜﺭ ﻋﻠـﻰ
ﺇﻨﺘﺎﺠﻴﺘﻪ ﺃﻜﺜﺭ ﻤﻥ ﺍﻝﻅﺭﻭﻑ ﺍﻝﺤﻘﻴﻘﻴﺔ ﻨﻔﺴﻬﺎ ،ﺒﻐﺽ ﺍﻝﻨﻅﺭ ﻋﻥ ﻜﻭﻥ ﺍﻝﻭﻅﻴﻔـﺔ ﻤﻨﺎﺴـﺒﺔ ﺃﻡ ﻻ ،ﺇﻥ
ﺍﻝﺭﺍﺘﺏ ﺍﻝﻤﺭﺘﻔﻊ ﻭﻅﺭﻭﻑ ﺍﻝﻌﻤل ﻭﺤﺩﻫﺎ ﺴﻭﻑ ﻻ ﺘﻀﻤﻥ ﺇﻨﺘﺎﺠﻴﺔ ﺠﻴﺩﺓ ،ﻝﺫﻝﻙ ﺤﺘﻰ ﻴﻤﻜﻥ ﺍﻝﺘﺤﻜﻡ ﻓﻰ
ﺍﻹﻨﺘﺎﺠﻴﺔ ﻜﺎﻥ ﻻﺒﺩ ﻤﻥ ﻗﻴﺎﺱ ﺭﻏﺒﺎﺕ ﻭﺘﺼﻭﺭﺍﺕ ﺍﻝﻤﻭﻅﻔﻴﻥ ﻝﻌﻤﻠﻬﻡ0
ﺇﻥ ﺍﻝﻐﻴﺎﺏ ﻭﺘﺭﻙ ﺍﻝﻌﻤل ﻤﺜل ﺍﻹﻨﺘﺎﺠﻴﺔ ﻤﺎ ﻫﻭ ﺇﻻ ﺭﺩ ﻓﻌل ﻹﺩﺭﺍﻙ ﺍﻝﻔـﺭﺩ ،ﻓﻌـﺩﻡ ﺍﻹﻗﺘﻨـﺎﻉ
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ﺒﻅﺭﻭﻑ ﺍﻝﻌﻤل ﺃﻭ ﺍﻻﻋﺘﻘﺎﺩ ﺒﺄﻨﻪ ﻻ ﻴﻭﺠﺩ ﻓﺭﺼﺔ ﻝﻠﺘﺭﻗﻴﺔ ،ﻜﻔﻴل ﺒﺈﻴﺠﺎﺩ ﻤﺸﺎﻜل ﻗﺩ ﺘﻨﻌﻜﺱ ﻓﻰ ﺍﻝﻐﻴﺎﺏ
ﻭﺘﺭﻙ ﺍﻝﻌﻤل 0ﻝﺫﻝﻙ ﻜﺎﻥ ﻻﺒﺩ ﻝﻠﻤﺸﺭﻓﻴﻥ ﻭﺍﻝﻤﺩﻴﺭﻴﻥ ﺘﻘﺼﻰ ﺍﺘﺠﺎﻫﺎﺕ ﺍﻝﻤﻭﻅﻔﻴﻥ ﻭﻤﺤﺎﻭﻝﺔ ﺘـﻀﻴﻴﻕ
ﺍﻝﻬﻭﺓ ﺒﻴﻥ ﺍﻝﺘﺼﻭﺭ ﻭﺍﻝﻭﺍﻗﻊ ،ﺤﻴﺙ ﺍﻝﻔﺸل ﻓﻰ ﻤﻌﺭﻓﺔ ﺘﺼﻭﺭﺍﺕ ﺍﻝﻌﺎﻤﻠﻴﻥ ﺴﻭﻑ ﻴﻨﻌﻜﺱ ﻓﻰ ﺍﻝﻐﻴـﺎﺏ
ﻭﺘﺭﻙ ﺍﻝﻌﻤل0
ﻜﻤﺎ ﻴﻅﻬﺭ ﺩﻭﺭ ﺍﻹﺩﺭﺍﻙ ﻓﻰ ﺜﻼﺜﺔ ﺃﻨﺸﻁﺔ ﺘﻨﻅﻴﻤﻴﺔ ﻫـﻰ :ﺘﻘـﺴﻴﻡ ﺍﻷﺩﺍﺀ ،ﻤﻘـﺎﺒﻼﺕ
ﺍﻝﺘﻭﻅﻴﻑ ،ﻭﺘﺤﺴﻴﻥ ﺼﻭﺭﺓ ﺍﻝﻤﻨﻅﻤﺔ 0
ﻭﻋﻤﻠﻴﺔ ﺘﻘﻴﻴﻡ ﺍﻷﺩﺍﺀ Performance Appraisalﻨﻅﺭﻴﹰﺎ ﻴﻨﺒﻐـﻰ ﺃﻥ ﺘﻜـﻭﻥ ﻋﻤﻠﻴـﺔ
ﻋﻘﻼﻨﻴﺔ ﺘﻤﺎﻤﹰﺎ ﺘﺘﻀﻤﻥ ﺤﻜﻤﺎ ﻤﻭﻀﻭﻋﻴﹰﺎ ﻋﻠﻰ ﺃﺩﺍﺀ ﺍﻷﺸﺨﺎﺹ ﻻ ﻴﺸﻭﺒﻬﺎ ﺃﻯ ﺘﺤﻴﺯ 0ﻭﻗـﺩ ﺃﻜـﺩﺕ
ﺍﻝﻌﺩﻴﺩ ﻤﻥ ﺍﻝﺩﺭﺍﺴﺎﺕ ﻭﺠﻭﺩ ﺃﻨﻭﺍﻉ ﻤﺨﺘﻠﻔﺔ ﻤﻥ ﺍﻝﺘﺤﻴﺯ ﺍﻹﺩﺭﺍﻜﻰ ﻓﻰ ﻋﻤﻠﻴﺔ ﺘﻘﻴﻴﻡ ﺍﻷﺩﺍﺀ 0ﻤﻥ ﺒﻴﻨﻬـﺎ
ﺘﺄﺜﺭ ﺍﻝﻤﻘﻭﻡ ﺒﺄﺤﻜﺎﻤﻪ ﺍﻝﺴﺎﺒﻘﺔ ﻋﻠﻰ ﺍﻝﺸﺨﺹ ﺍﻝﻤﻁﻠﻭﺏ ﺘﻘﻴﻴﻡ ﺃﺩﺍﺌﻪ .ﻜﺫﻝﻙ ﺃﺘﻀﺢ ﻓﻰ ﻨﻔﺱ ﺍﻝﺩﺭﺍﺴـﺔ
ﺃﻥ ﺍﻝﻤﺩﻴﺭﻴﻥ ﻴﻤﻴﻠﻭﻥ ﻹﻋﻁﺎﺀ ﺘﻘﺩﻴﺭﺍﺕ ﻤﺭﺘﻔﻌﺔ ﻝﻸﺸﺨﺎﺹ ﺍﻝﻤﺘﺸﺎﺒﻬﻴﻥ ﻤﻌﻬﻡ ﻓﻰ ﺍﻝﺭﺃﻯ ﺃﻭ ﺍﻝـﺴﻠﻭﻙ
)ﺍﻝﺘﺤﻴﺯ ﻝﻠﺸﺒﻴﻪ( 0ﻭﻨﺴﺘﻨﺘﺞ ﻤﻤﺎ ﺴﺒﻕ ﺃﻥ ﻋﻤﻠﻴﺔ ﺘﻘﻴﻴﻡ ﺍﻷﺩﺍﺀ ﻻ ﺘﺨﻠﻭ ﻤﻥ ﺍﻝﺘﺤﻴﺯ ﻭﻜل ﻤﺎ ﻫﻭ ﻤﺄﻤﻭل
ﻓﻴﻪ ﻫﻭ ﺍﻝﺒﺤﺙ ﻋﻥ ﻁﺭﻕ ﺃﻜﺜﺭ ﻤﻭﻀﻭﻋﻴﺔ ﺘﻘﻠل ﻤﻥ ﺘﺄﺜﻴﺭ ﺫﻝﻙ0
ﻭﻓﻰ ﻤﻘﺎﺒﻼﺕ ﺍﻝﺘﻭﻅﻴﻑ Impression Managementﻴﺤﺎﻭل ﻜـل ﻓـﺭﺩ ﺃﻥ ﻴﺒـﺩﻭ
ﺒﻤﻅﻬﺭ ﻻﺌﻕ ﺃﻤﺎﻡ ﺍﻵﺨﺭﻴﻥ ﻭﺃﻥ ﻴﺘﺭﻙ ﺍﻨﻁﺒﺎﻋﹰﺎ ﻁﻴﺒﺎ ﻝﺩﻴﻬﻡ ﻤﺴﺘﺨﺩﻤﹰﺎ ﻓﻰ ﺫﻝﻙ ﻜل ﺍﻝﻭﺴﺎﺌل ﺍﻝﻤﻤﻜﻨـﺔ
ﺴﻭﺍﺀ ﻓﻰ ﻁﺭﻴﻘﺔ ﺍﻝﻤﻠﺒﺱ ﺃﻭ ﺍﻝﺤﺩﻴﺙ ﺃﻭ ﻭﺼﻑ ﻤﻬﺎﺭﺍﺘﻪ ﺍﻝﺨﺎﺼﺔ ﻭﺨﺒﺭﺍﺘﻪ ﺍﻝﻤﺘﻤﻴﺯﺓ ﻭﻤﺎ ﺸﺎﺒﻪ ﺫﻝﻙ
ﻭﺘﺴﻤﻰ ﺇﺩﺍﺭﺓ ﺍﻹﻨﻁﺒﺎﻉ Impression Managementﻭﺘﺩل ﺇﺤـﺩﻯ ﺍﻝﺩﺭﺍﺴـﺎﺕ ﺍﻝﺤﺩﻴﺜـﺔ ﺃﻥ
ﺍﻝﻤﻘﺎﺒﻠﻴﻥ ﺍﺴﺘﺨﺩﻤﻭﺍ ﺃﺴﺎﻝﻴﺏ ﻤﺘﻨﻭﻋﺔ ﻝﺘﺭﻙ ﺍﻨﻁﺒﺎﻉ ﻁﻴﺏ ﻝﺩﻯ ﺍﻝﻘﺎﺌﻤﻴﻥ ﺒﺎﻝﻤﻘﺎﺒﻠـﺔ .ﻭﺃﻜﺜـﺭ ﻫـﺫﻩ
ﺍﻷﺴﺎﻝﻴﺏ ﻭﻀﻭﺤﹰﺎ ﻫﻰ :ﺘﺭﻭﻴﺞ ﺍﻝـﺫﺍﺕ Self –promotionﻭﺘﺅﻜـﺩ ﺍﻝﺩﺭﺍﺴـﺔ ﺃﻥ ﺍﺴـﺘﺨﺩﺍﻡ
ﻼ ﻝﺩﻯ ﺍﻝﻘﺎﺌﻤﻴﻥ ﺒﺎﻝﻤﻘﺎﺒﻠﺔ0
ﺍﻷﺸﺨﺎﺹ ﻝﻔﻨﻭﻥ ﺇﺩﺍﺭﺓ ﺍﻹﻨﻁﺒﺎﻉ ﻫﺫﻩ ﺯﺭﻋﺕ ﺍﻨﻁﺒﺎﻋﺎﺕ ﺠﻴﺩﺓ ﻓﻌ ﹰ
ﻭﻜﻤﺎ ﻴﺤﺭﺹ ﺍﻷﻓﺭﺍﺩ ﻋﻠﻰ ﺘﺭﻙ ﺍﻨﻁﺒﺎﻉ ﺤﺴﻥ ﻋﻨﻬﻡ ﻝﺩﻯ ﺍﻵﺨـﺭﻴﻥ ﻓـﺈﻥ ﻤﻨﻅﻤـﺎﺕ
ﺍﻷﻋﻤﺎل ﺘﺴﻌﻰ ﺇﻝﻰ ﺫﻝﻙ ﺃﻴﻀﺎﹰ ،ﻭﻴﺴﻤﻰ ﺫﻝﻙ Corporate image :ﻭﻫﺫﺍ ﺍﻷﻤﺭ ﻝﻪ ﺃﻫﻤﻴـﺔ
ﺨﺎﺼﺔ ﻓﻰ ﻤﺠﺎل ﺍﻝﺘﻭﻅﻴﻑ ،ﻭﺒﺎﻝﻨﺴﺒﺔ ﻝﻠﻤﺴﺘﺜﻤﺭﻴﻥ ،ﻭﺍﻝﻬﻴﺌﺎﺕ ﺍﻝﻤﺘﻌﺎﻤﻠﺔ ﻤﻊ ﺍﻝﻤﻨﻅﻤـﺔ ،ﻭﺍﻝﺠﻤﻬـﻭﺭ
ﻜﻜل ﻓﻔﻰ ﻤﺠﺎل ﺍﻝﺘﻭﻅﻑ ﻤﺜﻼ ﻨﺠﺩ ﺃﻥ ﺍﻝﻤﻨﻅﻤﺔ ﺫﺍﺕ ﺍﻝﺴﻤﻌﺔ ﺍﻝﺤﺴﻨﺔ ﺘﺴﺘﻁﻴﻊ ﺠﺫﺏ ﺃﻓﻀل ﺍﻝﻜﻭﺍﺩﺭ
ﻝﻠﻌﻤل ﻓﻴﻬﺎ ﻭﻤﻥ ﺍﻝﻭﺴﺎﺌل ﺍﻝﻤﻌﺘﺎﺩﺓ ﺍﻝﺘﻰ ﺘﺴﺘﺨﺩﻤﻬﺎ ﻤﻨﻅﻤﺎﺕ ﺍﻷﻋﻤﺎل ﻝﺘﺤﺴﻴﻥ ﺼـﻭﺭﺘﻬﺎ ﺍﻝﺘﻘﺭﻴـﺭ
ﺍﻝﺴﻨﻭﻯ ﻝﻨﺘﺎﺌﺞ ﺃﻋﻤﺎل ﺍﻝﺸﺭﻜﺔ ﻭﻤﺎ ﻴﻠﺤﻕ ﺒﻪ ﻤﻥ ﻤﻌﻠﻭﻤﺎﺕ ﻭﺘﺤﺎﻝﻴل ﺘﻔﺼﻴﻠﻴﺔ ﻋﻥ ﺍﻝﺤﺎﻝـﺔ ﺍﻝﻤﺎﻝﻴـﺔ
ﻝﻠﺸﺭﻜﺔ .
25
رات : 34
ه رؤ :(-ه 8ا1ك ا( 7؟
ﺍﻝﻤﻁﻠﻭﺏ :
ﻨﺎﻗﺵ ﻫﺫﻩ ﺍﻝﻌﺒﺎﺭﺍﺕ ﻓﻰ ﻀﻭﺀ ﺇﺩﺭﺍﻜﻙ ﻝﻤﺩﻯ ﺼﺤﺔ ﺃﻭ ﺨﻁﺄ ﻜل ﻋﺒﺎﺭﺓ ﻤﻨﻬﺎ .
26
ا>( =4را<: :
و@? ادراك ا= -ه 8ا1ك ا(7
@ــ? ا(>Aـــر
ﺤﺘﻰ ﻭﻝﻭ ﻜﺎﻥ ﻝﺩﻴﻙ ﻓﻬﻡ ﻝﻠﺴﻠﻭﻙ ﺍﻝﺘﻨﻅﻴﻤﻰ ﻓﺈﻥ ﺒﻌﺽ ﻤﺎ ﺘﻔﺘﻘﺩﻩ ﻗﺩ ﻴﺘـﻀﺎﺭﺏ ﻤـﻊ ﻨﺘـﺎﺌﺞ
ﻼ .ﻭﻓﻴﻤﺎ ﻴﻠـﻰ
ﺍﻝﺒﺤﻭﺙ ﺍﻝﻌﻤﻠﻴﺔ ﻭﻋﻠﻰ ﺫﻝﻙ ﻓﺈﻥ ﺇﺩﺭﺍﻜﻙ ﺍﻝﺸﺨﺼﻰ ﻝﺒﻌﺽ ﺍﻷﻤﻭﺭ ﻗﺩ ﻴﻜﻭﻥ ﻤﻀﻠ ﹰ
ﺃﻤﺜﻠﺔ ﻝﺒﻌﺽ ﺍﻷﻤﻭﺭ ﺍﻝﺘﻰ ﻴﻤﻜﻥ ﺃﻥ ﺘﺨﺘﺒﺭ ﺇﺩﺭﺍﻜﻙ ﻝﻬﺎ .
-1ﻤﻥ ﺍﻝﻤﺤﺘﻤل ﺃﻥ ﻴﻜﻭﻥ ﺍﻹﻨﺴﺎﻥ ﺍﻝﺭﺍﻀﻰ ﻋﻥ ﻋﻤل ﻤﻌﻴﻥ ﺭﺍﻀﻰ ﻋﻥ ﺃﻯ ﻋﻤل ﺁﺨﺭ .
-2ﻨﻅﺭﹰﺍ ﻷﻥ ﻓﻜﺭ ﺍﺜﻨﻴﻥ ﺃﻓﻀل ﻤﻥ ﻓﻜﺭ ﺸﺨﺹ ﻭﺍﺤﺩ ﻓﺈﻥ ﺍﻝﺠﻤﺎﻋﺔ ﺘﺘﺨﺫ ﻗﺭﺍﺭﺍﺕ ﺃﻓﻀل ﻤـﻥ
ﺍﻝﻔﺭﺩ .
-3ﺍﻝﻘﺎﺌﺩ ﺍﻝﺠﻴﺩ ﻴﻤﺎﺭﺱ ﻨﻔﺱ ﺍﻝﺘﺼﺭﻓﺎﺕ ﺒﻐﺽ ﺍﻝﻨﻅﺭ ﻋﻥ ﺍﺨﺘﻼﻑ ﺍﻝﻤﻭﺍﻗﻑ .
-4ﺃﻥ ﻭﻀﻊ ﺃﻫﺩﺍﻑ ﻤﻌﻴﻨﺔ ﺘﺠﻌل ﺍﻝﻨﺎﺱ ﺘﻌﻤل ﻓﻰ ﺘﻭﺘﺭ ،ﻓﺎﻝﻨﺎﺱ ﺘﻘﺩﻡ ﺃﻓﻀل ﻤﺎ ﻝﺩﻴﻬﺎ ﺤﻴﻨﻤـﺎ
ﻴﻁﻠﺏ ﻤﻨﻬﺎ ﺃﻥ ﺘﺒﺫل ﻗﺼﺎﺭﻯ ﺠﻬﺩﻫﺎ .
-5ﺍﻝﻨﺎﺱ ﺘﻤل ﺒﺴﻬﻭﻝﺔ ﻝﺫﻝﻙ ﻓﺈﻨﻬﻡ ﻴﺭﺤﺒﻭﻥ ﺍﻝﺘﻐﻴﻴﺭ ﺍﻝﺘﻨﻅﻴﻤﻰ .
-6ﺍﻝﻨﻘﻭﺩ ﻫﻰ ﺃﻓﻀل ﻭﺴﺎﺌل ﺍﻝﺘﺤﻔﻴﺯ .
-7ﺘﺘﻤﻴﺯ ﺍﻝﺘﻨﻅﻴﻤﺎﺕ ﺍﻵﻥ ﺒﻬﻴﺎﻜل ﺃﻜﺜﺭ ﺼﺭﺍﻤﺔ ﻤﻥ ﺫﻯ ﻗﺒل .
-8ﻴﻤﻴل ﺍﻝﻨﺎﺱ ﺒﻭﺠﻪ ﻋﺎﻡ ﺇﻝﻰ ﺘﺠﻨﺏ ﺍﻝﺘﺤﺩﻴﺎﺕ ﻓﻰ ﺍﻝﻌﻤل .
-9ﺍﺴﺘﺨﺩﺍﻡ ﻗﻨﻭﺍﺕ ﺍﺘﺼﺎل ﻤﺘﻌﺩﺩﺓ ) ﻤﺜل ﺍﻻﺘﺼﺎﻻﺕ ﺍﻝﻤﻜﺘﻭﺒﺔ ،ﻭﺍﻝﻠﻔﻅﻴﺔ ( ﻴﺯﻴﺩ ﻤﻥ ﻏﻤـﻭﺽ
ﻋﻤﻠﻴﺔ ﺍﻻﺘﺼﺎل .
-10ﻴﺅﺩﻯ ﺍﻝﺼﺭﺍﻉ ﻓﻰ ﺍﻝﻤﻨﻅﻤﺎﺕ ﺩﺍﺌﻤﹰﺎ ﺇﻝﻰ ﺍﻝﺘﻔﺭﻗﺔ ﻭﺍﻝﺘﻤﺯﻕ ﺩﺍﺨل ﺍﻝﺘﻨﻅﻴﻡ .
ﺍﻝﻤﻁﻠﻭﺏ :
ﻨﺎﻗﺵ ﺇﺩﺭﺍﻜﻙ ﻝﻬﺫﻩ ﺍﻷﻤﻭﺭ .
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