1. Sensation and Perception

2. How does perception emerge from sensation?

3. Sensation Bottom-up processing
The detection of external stimuli via the five senses, and the transmission of this information to the brain.
Bottom-up processing
Sensory receptors register information about the external environment and send it up to the brain for processing.

4. Perception Top-down processing
The process of organizing and interpreting sensory information so that it makes sense.
Top-down processing
Information processing guided by higher-level mental processes; constructs perceptions based on experience and expectations.

5. Processing sensory information as it’s coming in.
Bottom-up processing
Processing sensory information as it’s coming in.

6. Brain applies what it knows and what it expects to perceive.
Top-down processing
Brain applies what it knows and what it expects to perceive.

7. Context affects perception!
Top-down processing
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Context affects perception!

8. Transduction
Conversion of one form of energy into another that the brain can use.
Sensory receptors in the eyes, ears, nose, tongue, and skin detect sensory information.
Sensory info transformed into electrical impulses.
Impulses sent to the brain for processing.

9. Perception
Most sensory information first goes to the thalamus where it is then routed to the appropriate area of the cortex for processing.
Smell is the exception.

11. Difference threshold (just noticeable difference)
The minimum difference a person can detect between any two stimuli 50 percent of the time.
Increases with the size of the stimulus.

12. Weber’s Law
States that, for an average person to perceive a difference, two stimuli must differ by a constant proportion, not a constant amount.
If you add 1 ounce to a 10 ounce weight you will detect the difference.
If you add 1 ounce to a 100 ounce weight you likely will not.

13. Signal Detection Theory
A theory predicting how and when we detect the presence of a faint stimulus (signal) amid background distractions.
Assumes there is no single absolute threshold and that detection depends partly on a person’s experience, expectations, motivation, and alertness.

14. Subliminal
Below one’s absolute threshold for conscious awareness.
Priming
When the exposure to one stimulus influences the response to another stimulus.
Priming thirsty people with the subliminal word “thirst” can, for a moment, make a thirst-quenching beverage ad more persuasive, but “subliminal messaging” does not have a powerful, enduring effect on behavior.

15. Perceptual Set
A mental predisposition, based on experience and expectations, to perceive one thing and not another.

16. What we perceive is not necessarily reality.
CONTEXT MATTERS!
What we perceive is not necessarily reality.
Although, what really is reality anyway? Aren’t we all just clusters of particles floating around in the cosmic ether? (There’s actually no such thing as cosmic ether, there is just the fabric of space time, and dark matter that makes up 27% of the mass in the universe even though we can’t see it, and dark energy that pulls at the galaxies even though we can’t actually see or measure it, and Higgs bosons that give mass to all things, and neutrinos that have no mass and pass unencumbered through the Higgs field and crash through your body at the rate of billions per second).

17. Sensory Adaptation
Diminished sensitivity as a consequence of constant stimulation.
Neurons fire less frequently when the stimulus doesn’t change.
Only exception is with vision because eyes are constantly moving.

18. Selective Attention
The focusing of conscious awareness on a particular stimulus.
By one estimate, your five senses take in 11,000,000 bits of information per second, of which you consciously process about 40.
About 28% of traffic accidents occur when people are texting and driving.

19. Cocktail Party Effect
Your ability to attend to only one voice among many.
Let another voice speak your name and your cognitive radar will instantly bring that voice into consciousness.