Lee Roy Beach, (an haife shi a shekara ta 1936) ƙwararren masanin ilimin ɗan adam ɗan Amurka ne kuma Emeritus Farfesa na Gudanarwa a Kwalejin Kasuwancin Eller, Jami'ar Arizona, wanda aka sani don aikin sa a kan ka'idar tunani, ka'idar tunanin labari, da ka'idar hoto.
Zantuka
editAn bayyana hotuna a matsayin tsarin bayanai, tare da nau'ikan hotuna daban-daban da ke wakiltar nau'ikan bayanai daban-daban game da abin da mai wasan kwaikwayo yake yi, me ya sa kuma ta yaya, da kuma irin ci gaban da ake samu. Terence R. Mitchell da Lee Roy Beach a cikin: Universidade da Coruña ( shekarar 1990), Halayen ƙungiya da tsarin yanke shawara na ɗan adam. p. 7 Da farko, ka'idar hoto ta ɗauka cewa masu yanke shawara suna amfani da tsarin ilimin ƙira guda uku don tsara tunaninsu game da yanke shawara. Ana kiran waɗannan gine-ginen hotuna, dangane da Miller, Galanter, and Pribram (a shekarar 1960), waɗanda aikinsu ya ƙarfafa ka'idar hoto. Na farko daga cikin ukun shine hoton kimar, abubuwan da ke tattare da su sune ka'idodin mai yanke shawara. Waɗannan su ne wajibai na ɗabi'unsa ko halayen ƙungiyar da shi ko ita mamba ne kuma suna zama madaidaicin ma'auni na daidai ko kuskuren kowane yanke shawara na musamman game da manufa ko tsari. Ka'idoji suna aiki don samar da burin ɗan takara a ciki da tsare-tsare don yuwuwar karɓowa, kuma suna jagorantar yanke shawara game da manufofin ɗan takara da tsare-tsaren da aka samar daga waje. Hoto na biyu shine hoton yanayin, wanda a baya an amince da abubuwan da suka ƙunshi. Wannan hoton yana wakiltar abin da mai yanke shawara ke fatan shi, ita ko ƙungiyar za su zama kuma su cimma. Manufofi na iya zama ainihin abubuwan da suka faru (samun kuɗi don siyan sabon Honda Accord DX) ko kuma jahohi masu ƙima (cimmakon aiki mai nasara). Manufar manufar ana kiranta hoton yanayin don isar da ra'ayin tsawaita, hangen nesan mai yanke shawara na kyakkyawar makoma.