Perception

1. Perception Chapter 3

2. Perception What is it? Perception v. Reality

3. Perception Process Exposure Attention Comprehension

4. Exposure Source: www.foodnetwork.com • Sensing • Organizing • Cognitive organization • What if it cannot be processed? • Assimilation • Accommodation • Contrast • Reacting

5. Exposure Source: www. timezoneoneblog.com • Selective Perception • Selective exposure • Selective attention • Selective distortion • Subliminal perception • Absolute threshhold • Does it work?

6. Exposure • Just Noticeable Difference • Weber’s Law • Just Meaningful Difference • Mere Exposure Effect

7. Memory Source: www.worstproductplacement.com • Implicit memory • Explicit memory • Product placement • Attention • Involuntary • Orientation reflex

8. Attention & Comprehension • Enhancing Attention • Intensity • Contrast • Movement • Surprising stimuli • Size of stimuli • Involvement • Comprehension • Importance

9. Learning • Intentional v. Unintentional Learning • Behaviorism • “Focuses on changes in behavior due to association without great concern for cognitive mechanics of learning process” • In English? • Information processing • “Focus on changes in thoughts and knowledge and how these precipitate behavioral changes”

10. Learning Source: cwx.prenhall.com • Unintentional Learning • Classical conditioning • “Change in behavior that occurs through associating some stimulus with another stimulus” • Unconditioned stimulus • Conditioned stimulus • Unconditioned response • Conditioned response

11. Learning • Unintentional Learning • Instrumental conditioning • “Behavioral response can be conditioned through reinforcement- punishment or rewards” • Discriminative stimuli • Shaping • Punishment • Negative reinforcement • Extinction