Chapter 3. What is it? What is it? Perception v. Reality Perception v. Reality.

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Presentation transcript:

Chapter 3

What is it? What is it? Perception v. Reality Perception v. Reality

Exposure Attention Comprehension

Sensing Sensing Organizing Organizing Cognitive organization Cognitive organization What if it cannot be processed? What if it cannot be processed? Assimilation Assimilation Accommodation Accommodation Contrast Contrast Reacting Reacting Source:

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

Just Noticeable Difference Just Noticeable Difference Weber’s Law Weber’s Law Just Meaningful Difference Just Meaningful Difference Mere Exposure Effect Mere Exposure Effect

Implicit memory Implicit memory Explicit memory Explicit memory Product placement Product placement Attention Attention Involuntary Involuntary Orientation reflex Orientation reflex Source:

Enhancing Attention Enhancing Attention Intensity Intensity Contrast Contrast Movement Movement Surprising stimuli Surprising stimuli Size of stimuli Size of stimuli Involvement Involvement Comprehension Comprehension Importance Importance

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

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

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