1. Hello!
Tests Passed Back. Grab Corrections Worksheet. Retakes on Thursday during Power Hour.

2. Perceptual Constancies
Sensation
Vision
The Eye
Theories
Hearing
The Ear
Other Senses
Smell
Taste
Pain
Gestalt Principles
Perceptual Constancies
Perception
Basic Principles
Visual Illusions
Depth Perception
We are here

3. Sensation
The process by which our sensory receptors and nervous system receive stimuli from the environment.

4. Energy v. Chemical senses
Energy Senses
Chemical Senses

5. Perception
The process of organizing and interpreting sensory information, enabling us to recognize meaningful objects and events.

6. Sensation vs. Perception

7. Fraser’s Spiral – Our perception is that it is a spiral
Fraser’s Spiral – Our perception is that it is a spiral. In reality, they are circles you can follow all the way around.

8. Camel’s are the white spots. The dark camel figures are shadows.

13. Bottom-up Processing
Analysis of the stimulus begins with the sense receptors and works up to the level of the brain and mind.
Letter “A” is really a black blotch broken down into features by the brain that we perceive as an “A.”

14. THE CHT Top-Down Processing
Information processing guided by higher-level mental processes as we construct perceptions, drawing on our experience and expectations.
THE CHT

15. Example of Top-Down Processing:
Aoccdrnig to rscheearch at Cmabridge Uinervtisy, it deosn’t mttaer in waht oredr the ltteers in a wrod are, the olny iprmoetnt tigng is taht the frist and lsat ltteer be at the rghit pclae. The rset can be a total mses and you can sitll raed it wouthit a porbelm. Tihs is bcuseae the huamn mnid deos not raed ervey lteter by istlef, but the wrod as a wlohe.

16. Top-Down Processing We perceive by filling the gaps in what we sense.
I _ant ch_co_ate ic_ cr_am.
Based on our experiences and schemas.
If you see many old men in glasses, you are more apt to process a picture of an old man (even when you may be in error).

17. What if we could sense everything?
Life would hurt.
So we can only take in a sliver of what is out there.
This is the study of psychophysics: relationship between physical stimuli and our psychological experiences to them.

18. An example of selective attention is:
Cocktail Part Effect: ability to listen to one voice among many.

19. Inattentional Blindness
We see very little when we’re not paying attention!

21. Sensory Adaptation
Diminished sensitivity as a result of constant stimulation.
-Ever forgotten you are wearing a watch?
-Ever gotten used to a smell?
-Then why don’t things disappear from your vision if you stare for a while?
After drinking tea with lemon, a grapefruit won’t taste so sour.
After eating a doughnut, however, a grapefruit will taste extremely sour.

22. Even sight!
Mini projector on eye that allows eye to move around and image to disappear.

24. We do not perceive the world how it really is, but as it is useful for us to perceive it.

26. Absolute Threshold
The minimum stimulation needed to detect a stimulus 50% of the time.
Ex: how far away do you need to stand to hear a watch ticking? (avg. = 20 ft)
Ex: how far away can you stand and see a candle flame in the dark at night? (avg. = 30 miles)

27. Detection No No No Yes Yes Detected Absolute Threshold Intensity
Observer’s Response
Detected
Tell when you (the observer) detect the light.

29. Absolute Thresholds: (the other 3 senses)
Taste: 1 gram (.0356 ounce) of table salt in 500 liters (529 quarts) of water
Smell: 1 drop of perfume diffused throughout a three-room apartment
Touch: the wing of a bee falling on your cheek from a height of 1cm (.39 inch)

30. Signal Detection Theory
Assumes that we do NOT have an absolute threshold.
We detect stuff based on our experiences, motivations, expectation and fatigue level.

31. Signal detection theory
Sensations are affected by expectations
High expectations
False Positives
Low expectation
False Negatives
Cell phone, door bell, seeing someone out

33. Subliminal Threshold Sub: below Limen: threshold
Subliminal Threshold: When energy of the stimulus is below one’s absolute threshold for conscious awareness.
Sub: below
Limen: threshold

34. Suppose you had a choice to listen to one of two speeches that argued against a position you believe in, such as whether marijuana should be legalized. In speech A, the person presents arguments against your position; in speech B, all arguments are presented subliminally.
Which speech would you rather listen to?

35. Why are people afraid? Should you be?
69% chose speech A; 31% chose B (subliminal)
Why are people afraid? Should you be?
80% college students preferred not to receive a subliminal message b/c they thought it might influence them in an undesirable way.

36. Could 1/30th of a second really influence impressions of Al Gore?
…You Decide
Could 1/30th of a second really influence impressions of Al Gore?
Living Room Candidate

37. We are not obedient to Subliminal Messages
Research shows that the effect only occurs in controlled laboratory studies
Research outside the laboratory shows no significant effect of subliminal information
We don’t blindly obey!
Placebo Effect with subliminal self help tapes

38. Subliminal Messages in Logos
Amazon has everything – from A to Z!
Fed Ex will ship your items fast! Check out the speedy arrow!
The Big 10 Conference really has 11 teams, but didn’t want to change their name.

39. EAT POPCORN

40. Vicary’s Study New Jersey, 1957:
Over 6 weeks, 45,699 people see subliminal ads
“Eat Popcorn” – sales up 57.5%
“Drink Coke” – sales up18.1%
“Minds have been broken and entered”

41. Except . . . . The Vicary “Eat Popcorn/Drink Coke” Study well. . . .
In a 1962 interview, Vicary admitted that he had made the whole thing up!

42. Backmasking
A recording studio technique where backward messages are deliberately superimposed on the soundtrack

43. Not the last of it…
Sexual imagery in ads?

44. What do you see in this picture?

47. Difference Threshold
The minimum difference that a person can detect between two stimuli.
Also known as Just Noticeable Difference (jnd)

48. Can you tell the difference?

49. Difference Threshold
Difference Threshold: Minimum difference between two stimuli required for detection 50% of the time, also called just noticeable difference (JND).
Difference
Threshold No No
Yes
Observer’s Response
Tell when you (observer) detect a difference in the light.

50. Weber’s Law
The idea that, to perceive a difference between two stimuli, they must differ by a constant percentage; not a constant amount.

51. Applying Weber’s Law
If the cost of a soda goes up by $0.25, it is very noticeable. If the cost of a television goes up by $0.25, it is not noticeable vs.
In sales – sell the more expensive item first. Then accessories or add-ons don’t seem so bad (ie, buying satellite radio for your car. After agreeing to spend $20,000, an extra $500 a year doesn’t seem ridiculous).

52. Weber fraction: k = dI/I.
Weber’s Law
Weber fraction: k = dI/I.
Stimulus
Constant (k)
Light 8%
Weight 2%
Tone 3%

53. Do Now:
To review yesterday’s learning, please describe in your notebooks the difference between:
Sensation & Perception
Bottom-Up & Top-Down Processing
Absolute Threshold & Signal Detection Theory
Finally, list some specific ways in which you experienced these concepts this past weekend.
We will then discuss as a class! 